Research On Service Marketing Strategy Of Electric Vehicle Charging Business Of DW Company

At present,it is a global consensus to improve the global environment and maintain the natural ecology.Environmental governance is needed while maintaining economic growth.In order to achieve our goals,a series of green energy technologies are also being promoted,among which the popularity of new energy electric vehicles is only increasing.Under the background of the country vigorously promoting new energy electric vehicles,the electric vehicle charging pile market is also in fierce competition.In 2020,the market share of Xingxing charging and state grid operators reached more than 70% in the central and eastern regions.China Southern Power Grid Corporation also actively entered the market.DW Company has unique advantages in the layout of the charging pile market.First,as the main power supplier,it is the energy provider of the charging pile operation chain and the power infrastructure distributor of the charging pile production chain;Second,Yunnan is rich in water resources.The cost of water conservancy and power generation is environmental friendly and low.The comparative advantage of electricity price is also reflected in the charging electricity price.Through several years of efforts,DW’s market share of charging piles has increased from 5.7% to 26.59%.In terms of quantity,DW ranks among the top three in Yunnan charging pile market together with today new energy Co.,Ltd.and Yunnan energy investment Smart Energy Co.,Ltd.DW Company has made great efforts in the quality and quantity of charging products.The service marketing mode is reflected in the market layout and the convenience of charging,but there are still deficiencies in products,prices,channels,promotions,personnel services,process display,physical display,etc.the service marketing strategy of charging pile needs to be improved,and there is still room for DW Company to improve its profits.The full text is divided into six parts to analyze the service marketing strategy of the charging pile of DW Company.The first part is to consult the domestic and foreign papers and literatures,advanced technologies and materials,and fully understand the latest technology of the electric vehicle charging pile,the development status of the service marketing strategy and the future research direction.The second part introduces the marketing theory and basic analysis tools used in the full text.The third part uses SWOT analysis method and Porter’s Five Forces Model to analyze the service marketing environment of charging piles in China and Yunnan Province.Based on the future ownership of electric vehicles and current policies,it deeply analyzes the advantages and disadvantages,opportunities and threats of DW Company in developing charging piles.The fourth part uses STP theory to analyze the current situation and shortcomings of DW Company’s marketing strategy,and operates the 7P service marketing mix strategy to "check the pulse" of DW Company’s current service marketing status.The fifth part studies a set of useful and feasible service marketing plans by using STP theory and 7P strategy to focus accurately,and provides some marketing strategy suggestions for the company to provide charging services for rechargeable vehicles,so as to help the company gain competitive advantages.The sixth part summarizes the research results of the full text,which is to be improved in the next step due to the lack of thorough research.