Research On Marketing Strategy Optimization Of Byd New Energy Vehicles Based On Market Segmentation

In the face of the vigorous development of new energy vehicles and market competition pressure,the new energy vehicle market is facing severe market competition pressure.Therefore,in the new energy vehicle market,the market should be divided reasonably according to the reality of new energy vehicle development,so as to promote its benign development.The main content of this paper is the case study of BYD.The research objective of this study is to find out the shortcomings of the current market segmentation of BYD new energy vehicles under the guidance of classical marketing theory,especially market segmentation theory,combined with the actual situation of BYD new energy vehicle market segmentation,and propose targeted marketing strategies to optimize the market segmentation according to the international and domestic supply and demand situation.The paper uses many methods such as documentary method,case analysis method and quantitative method to carry out empirical analysis.In view of the current development reality of BYD’s new energy vehicles,this paper is an effective exploration of the company’s marketing strategy optimization from the perspective of market segmentation.According to the logical thinking of describing the current situation-revealing the problems-analyzing the causes of the problems-proposing solutions,the purpose is to improve the marketing level of the enterprise and achieve its market competitiveness.This paper deeply analyzes the current situation of BYD’s market segmentation of new energy vehicles,conducts a comprehensive investigation on BYD’s purchase preferences,purchase ways and awareness of new energy vehicles,and based on this,puts forward optimization strategies for BYD’s market segmentation of new energy vehicles from product strategies,pricing strategies and communication strategies.The main conclusions are as follows:(1)This article is product-oriented and subdivides BYD’s target market.According to the power types and uses of BYD’s new energy vehicles,BYD’s target markets are divided into passenger vehicle pure electric market,passenger vehicle hybrid market and commercial vehicle market.According to different models and power,each target market will further match the market segments from the perspective of consumers.To analyze the current market,BYD should explore from the first and second tier cities.(2)BYD’s pure electric passenger car market has problems such as a large gap between the choice of target market and the sales situation of pure electric passenger cars,an imperfect technical support system for pure electric passenger cars in China,poor product performance stability,and imperfect supporting facilities.In view of the problems,the author believes that enterprises should strengthen scientific research,improve product stability,and improve infrastructure such as battery charging piles.(3)There are some problems in BYD’s passenger car hybrid market,such as unreasonable pricing strategy,high cost sharing of R & D molds,which lead to high pricing,high pricing and high maintenance costs,which are difficult to attract target customers.In view of the problems,the author believes that we should optimize the pricing strategy of passenger cars and hybrid vehicles,do a good job in market demand research,improve the later service system and reduce maintenance costs.(4)BYD’s commercial market has problems such as unclear classification of commercial vehicle customers,high production costs caused by low share,and unprofessional sales system.In view of the problems,the author believes that we should further refine the market,cooperate with enterprises and government departments to expand market share,explore the market and diversify product design functions.(5)In view of the common problems in different market segments,the author believes that we should further strengthen scientific and technological research and development,increase the technical content of products,build a special after-sales service network,and enhance brand value.This paper takes BYD’s market segmentation of new energy vehicles as the breakthrough point to explore its application in the market segmentation of new energy vehicles.The research in this paper will help BYD new energy vehicles to achieve the goal of optimizing marketing from the perspective of market segmentation based on the development of enterprises,and then promote the improvement of enterprise marketing level.