The Research On Marketing Strategy Of BJ New Energy Automobile In Qingdao

Nowadays,environment pollution has become increasingly serious.Traditional fuel vehicles,which play a negative role in the air pollution,are gradually criticized.Faced with more and more serious pollution,governments and automobile enterprises all over the world have put their perspectives into the R&D and production of new energy automobile.The Chinese government automobile enterprises that are not willing to fall behind increase investments in R&D and production of new energy automobile.The BJ brand of SGMW company also released two new energy automobiles and landed in Qingdao market in2018.However,BJ has not developed smoothly.In addition to being widely recognized in the West Coast new area of Qingdao,the marketing situation in other districts(cities)of Qingdao is not ideal.This paper uses some research methods such as Documentary Research Method and Qualitative Research Method to study the marketing strategy of BJ.First of all,through the analysis of BJ new energy automobile’s development situation,I find five problems in the marketing,such as low popularity and single variety.What’s more,after analyzing the macro environment and competitive environment of BJ in Qingdao by using PEST analysis and Porter’s five forces model analysis,I draw a conclusion that BJ has much competitiveness in Qingdao.Besides,based on the analysis of STP position of BJ new energy automobile,I come up with the marketing mix strategies according to 7Ps theory.Last but not least,I draft three guarantee measures to put the marketing strategy into effect in order to ensure the implementation of BJ new energy automobile marketing strategy in Qingdao.