Research On New Energy Vehicle Marketing Strategy Of Hebei Yujie Automobile Industry Co.,Ltd

In recent years,with the rapid development of traditional automobile industry,while bringing convenience to our lives,problems such as environment,transportation and energy have followed.Under this background,the new energy automobile industry came into being.At the beginning of the 21 st century,China launched the research and development of new energy vehicles,and issued a series of promotion policies.In 2014,the General Office of the State Council issued important documents,and relevant departments successively issued a series of preferential policies and measures,such as exemption from vehicle purchase tax,which greatly promoted the development of new energy automobile industry in all parts of China.In March 2019,the Ministry of Finance and other departments issued the latest subsidy policy for new energy vehicles,which greatly reduced the subsidy compared with the previous one.This policy has had a huge impact on the domestic new energy vehicle market environment,and foreign car companies have started to enter the domestic new energy vehicle market continuously,further intensifying the already cruel market competition.The era of relying on subsidies to support the development of the new energy vehicle industry is gone forever.This requires relevant enterprises to increase the analysis of the current market situation and formulate marketing strategies that are more in line with market characteristics.Especially,domestic independent new energy automobile brands such as Hebei Yujie Vehicle Industry Co.,Ltd.have received strong support from the government,but there are still many problems to be solved in marketing and development activities.Taking Hebei Yujie Vehicle Industry Co.,Ltd.as the research object,this paper analyzes the marketing status and existing problems of Hebei Yujie Vehicle Industry Co.,Ltd.by means of literature research,questionnaire survey and case analysis,consumer behavior theory and 7P service marketing combination,starting with the development trend of new energy automobile industry and the direction of national subsidy policy.Combined with macro-environment and micro-environment,the SWOT analysis of Hebei Yujie Vehicle Industry Co.,Ltd.shows the advantages and disadvantages of the current enterprise marketing environment,as well as the opportunities and threats it faces,and puts forward the marketing strategies suitable for the new energy vehicles of Hebei Yujie Vehicle Industry Co.,Ltd.from seven aspects,such as product,price,channel,promotion,personnel service,process management and tangible display.Finally,From the aspects of strengthening sales process management,improving after-sales service level,and building external partnership,this paper puts forward safeguard measures to consolidate the smooth implementation of marketing strategy,hoping to provide valuable reference for the marketing of new energy vehicles in Hebei Yujie Vehicle Industry Co.,Ltd.,and also hope to play a reference role for the booming domestic new energy vehicle enterprises.