Research On HP Company's Marketing Strategy Of Battery Products

With the rapid of new energy vehicles,the demand for supporting power batteries for new energy vehicles has also a big increase.The majority of foresightedinvestors have entered the field of new energy development.With the continuous investment of funds,the competition is much more serious as both the technology of automobile power lithium battery and product quality are greatly improved.Shenzhen Haopeng Technology co.,LTD was formally established in 2001.It has been in a dominant position in China's new energy vehicle power battery market for a long time.However,a lot more foreign companies have entered the market in recent years.In the meantime,thousands of local companies in China,such as BYD,CATL are continuously improving their technical strength and market value.No wonder that the top position of Haopeng company in the industry has been seriously affected as well as its sales market challenges.This paper makes a detailed and in-depth analysis of the existing products,business mode,technical strength and marketing data of Haopeng company.Using the marketing theory,discuss the battery product marketing strategy for Haopeng company through the methods of literature analysis,case study,qualitative research and field research.And tailored a set of marketing strategies.This paper takes the development status of new energy vehicle power battery as the background,and the topic is the battery marketing strategy of Haopeng company,relevant theory of marketing will be carried on the elaboration accordingly.In later chapters,first comes the introduction of Haopeng company,then finding out the problem and cause from the current situation with six aspects,which include sales,products,price,promotion,channels and after-sales.Secondly,further analysis on both the macro and the micro surrounding and summarize the strengths,weaknesses,opportunities,threatens based on SWOT tool.Analyze Haopeng company's market environment segmentation target customer choice and differentiated market positioning with STP strategy.setting up the marketing organization strategy according to the product strategy,price strategy,channel strategy,brand strategy and promotion strategy.Finally,the three aspects of optimizing the organizational structure,improving the marketing process and formulating the marketing incentive plan are adopted to ensure the smooth implementation of the marketing strategy.The result of this topic is very important to the marketing strategy of Haopeng Technology co.,LTD and the marketing plan of other companies in the same industry.