Research On Marketing Strategy Of LIB Products Of The Fengchuen New Energy Company

New energy has become an important part of the global energy structure.There are many forms of new energy development and utilization,among which the most prominent one is the R&D and manufacturing of new energy vehicles by major automobile manufacturers around the world.Moreover,due to the deterioration of the atmospheric environment,as accelerated the determination to expand the new energy vehicle industry.Driven by relevant policies and systems,China is growing into the world's first new energy vehicle market.The rapidly expanding market for electric vehicles threatens to lead to a shortage of lithium-ion batteries(LIB).The development of battery enterprises has become the key to stabilize the whole new energy electric vehicle market.Based on the FC new energy company as the research object,Firstly,this paper combined with marketing theory to the FC new energy company's marketing status investigation and analysis,founding that there are some disadvantages like its target market analysis is inaccurate,the marketing system needs to be improved,the product popularity needs to be improved,the product differentiation is not obvious and so on.Secondly,the paper carried out the new energy automobile market research for the aspects macro and micro environment.in terms of macro environment,realized that although at the present stage,the support from subsidy policy and system for purchasing the new energy vehicles is declining.but the government is to plan the next step of incentive policy,The overall economic market situation is getting better,as long as the new energy vehicles in performance can be guaranteed to be superior to ordinary fuel cars,Based on the positive attitude to the new energy,more and more people will choose to buy new energy cars,it brings not only the pressure on power lithium batteries cost decreasing and technology improved but also the big market opportunities.In terms of microcosmic environment,from the global geographic to China's domestic market,power lithium batteries are very fierce competition situation,FC company-wide ternary lithium battery products face many strong competitors,although the FC whole company started relatively late,but its strong core technology team and the supply of high quality system have laid a solid foundation for the FC company whose strategic goal is to win the world with its products.Thirdly,based on the SWOT model,this paper in detail further combed the FC status of all the company's competitive environment,determined the economic situation,the improvement of market demand and consumer awareness are their external competitive opportunities.Combining the resources of the product,personnel,supplies,and geographical environment on the internal advantage,SO strategy was put forwarded in line with the future development of the FC Company.Finally,combined with the previous analysis,the STP strategy of FC Company was described.Based on the market demand,government support and its own technology and other favorable factors,the company focused on differentiated marketing strategy in the power lithium battery market.Besides,in order to solve the marketing problems of the whole company at the present stage,it should make full use of the power of the core team to speed up product development and innovation,constantly improve the quality products and services to enhance the value of customer perception,it also should expanding the product line to grabbing the low-end market,and accelerate the localization of supply channels,through the strategic cooperation with strong customer to make innovation on ternary lithium battery product sales channels to try for further acquisition cost advantage,at the same time,by providing customers with solutions and actively participate in environmental protection public welfare activities to strengthen the experience marketing and word of mouth marketing.Through the above study,it can be concluded that the FC Company based on power lithium battery market in china with high quality products combined with the current good economic development trend of new energy automobile market.Under the support of government policy,making full use of their own advantages,customer oriented play the positive role of marketing mix strategy for ternary lithium battery product value-added,and delivering more value for customers,in order to gain more sales.This paper is expected to provide reliable reference for the FC Company and provide reference for the future development of lithium battery industry.