Research On Marketing Strategy Of Hybrid Electric Vehicles Of CRRC Times In Brazil

As people worry about environmental deterioration,the global new energy vehicles industry is developing rapidly,and China’s new energy vehicles industry is leading in the growth rate of the world.Hunan CRRC times electric vehicle Co.,Ltd.is a rising star in the field of new energy vehicles in China.During the promotion of the company’s internationalization strategy,Brazil,one of the “BRICK” countries,was selected as the key development direction to promote the hybrid electric vehicles.This paper studies the marketing strategy of hybrid electric vehicles in Brazil of CRRC.The paper first analyzed the background and significance of international marketing in Brazil,and combed international marketing tools and theories.Next,the paper combines the company’s product satisfaction needs,price competition,channel construction lag and brand insufficiency in the Brazilian market,through PEST analysis and SWOT analysis to fully analyze the problems and current situation of the company’s marketing in Brazil.On this basis,the article puts forward the basic ideas and principles of adopting 4P marketing strategy,selects the government-led public transportation market as the target market in the market segment,and proposes the construction of a comfortable,professional and energy-saving new energy buses,and determine the marketing strategy,put forward the suitable international marketing strategy of product,price,channel and promotion.The marketing strategy will be implemented based on the goal setting,performance measurement,performance diagnosis and performance correction,combined with marketing resource protection,investment and model protection,working mechanism and high-level protection,as well as product quality and after-sales protection.This paper conducts theoretical research from the perspective of international marketing theory and regional marketing,and discusses how companies can achieve a balance between global marketing strategies and regional marketing strategies.At the same time,it puts forward practical strategies for international marketing of emerging industries such as new energy vehicles,and explores a mature marketing development path for China’s next-generation vehicles manufacturing companies with independent intellectual property rights,high-tech,and brand advantages represented by Hunan CRRC times electric vehicle Co.,Ltd.