Research On Optimization Of New Energy Vehicle Marketing Strategy Of B Company

In order to solve the increasingly severe environmental problems,governments around the world have implemented low-carbon solutions.However,as an important factor affecting air pollution,the exhaust gas of traditional fuel vehicles has also received great attention from the government.Under the dual background of policy restrictions and environmental pollution,the development of the traditional fuel vehicle industry has been greatly restricted.The automobile industry has gradually shifted from fuel-based to new-energy-based.The government has formulated the "New Energy Automobile Industry Development Plan（2021-2035）" in terms of the new energy automobile development strategy,which has increased the policy on the entire new energy automobile industry.support.At the same time,with the development of the concept of low-carbon economy and the increase of consumers’ awareness of environmental protection,more consumers regard new energy vehicles as the key consideration when purchasing a car.Domestic new energy vehicle companies,represented by B-enterprise new energy vehicles,Xiaopeng,BYD and Ideal,have emerged one after another,attracting extensive media attention.This paper takes the new energy vehicles of company B as the research object,and combines the marketing theory to analyze the macro environment and industry trends of the new energy vehicles of company B,and uses the Porter’s five forces model to summarize the current competitive landscape.Based on 4P,the current marketing situation of B company’s new energy vehicles is expounded.Through a questionnaire survey to collect current consumers’ understanding and opinions on the new energy vehicles of company B,it is found that the new energy vehicles of company B mainly have the following problems: although they are positioned at high-end,their brand recognition is not high;at the same time,the products are too homogenous,This has caused serious internal friction and affected its overall sales in the market;in the face of continuous price reductions by competitors,pricing flexibility is poor and lack of attraction to new customers;online channels are too single,and promotion efforts are insufficient.In view of the current problems,this paper mainly optimizes the marketing strategy of B company’s new energy vehicles from the dimensions of product,brand,price,channel,promotion,etc.,and proposes the guarantee measures required for B company’s marketing implementation to ensure the optimization strategy.successful implementation.At present,both the national policy and the market environment are extremely beneficial to the overall development of domestic new energy vehicles.This paper hopes that through the research on the marketing strategy of enterprise B,it can help it provide certain marketing strategy ideas,enhance its competitiveness in the face of old car dealers and other competitors,and hope to provide some reference for other domestic new energy vehicle enterprises.Meaning,in order to better improve the penetration rate of domestic new energy vehicles.