ChuangXiang Industry YUDO New Energy Vehicle Marketing Strategy

With the development of national economy and the improvement of people’s living standards,automobiles have entered millions of households and become one of the most important means of transportation for people’s daily travel.In the development of automobile industry in the past ten years,our country has become the largest automobile market in the world.By 2017,the total number of automobiles in China had reached 210 million,of which the number of automobiles in Fujian Province had reached 5.58 million.The sustained growth of car ownership has led to a shortage of oil resources.In 2017,China consumed 580 million tons of fuel,of which 380 million tons depended on imports.At the same time,the environmental pollution caused by the emission of traditional fuel automobiles has become a global concern.Therefore,the research and development of new energy vehicles has become the new focus of all countries,which also brings new development opportunities for automobile enterprises.In order to speed up the development of new energy automobile industry in Fujian Province,Fujian Automobile Industry Group has established YUDO New Energy Automobile Co.,Ltd.by introducing talents and adopting mixed ownership as equity,in order to independently develop and produce new energy automobiles.As the initial stage of the development of new energy vehicles,consumers generally have little knowledge of new energy vehicles.Compared with the mature technology of fuel vehicles,consumers still have more doubts about the use of new energy vehicles,such as the safety of new energy vehicles,the convenience of charging,the service life of vehicle batteries and so on.How to dispel the doubts of consumers? How to make YUDO New Energy Vehicle acceptable to consumers? What marketing strategies should be adopted to open the new energy vehicle market? With these problems,I will conduct in-depth research and discussion from five aspects.First,analyze the new energy vehicle market in Fuzhou.Understand the development status of new energy vehicles in China,Fujian and Fuzhou governments’ policies and implementation plans for the development of new energy vehicles.Through the analysis of competition and market share,product performance analysis and marketing strategy of Fuzhou New Energy Vehicle,the market demand of Fuzhou New Energy Vehicle is further understood.Two,study the market position of YUDO new energy vehicle.According to the positioning of YUDO new energy automobile products,determine its target market,and formulate market positioning design and brand declaration.Third,YUDO automobile marketing strategy design,determine the marketing strategic objectives,market development and brand promotion strategy.Fourth,formulate marketing strategies,market development strategies,advertising and promotion strategies,and develop key customers and secondary cooperative outlets in the industry.Develop differentiated marketing strategies,take three years of buy back policy and promote sales by leasing.Five,formulate marketing strategy implementation and safeguard measures.Improve after-sales service through warranty policy and customer satisfaction management.Through the application of marketing strategy theory and tool method,this paper combines theory with practice to provide theoretical methods and practical experience for opening up the new energy automobile market in Fuzhou.