Research On The Promotion Strategy Of K Company's Public Charging Piles In Kunming Marke

New energy electric vehicle charging pile is an essential infrastructure for the country to promote new energy vehicles and low-carbon travel.As Kunming is the leader in building an ecological civilization city,it is also the right thing for Company K,a state-owned enterprise of Kunming,to actively develop public charging service.However,the competition in the field of public charging pile charging service in Kunming is still very fierce,and there is still a certain gap between Company K and several giants in the Kunming market.Therefore,it is worthwhile to formulate a promotion strategy that is suitable for Company K,so that Company K can develop efficiently and rapidly under a suitable promotion strategy.This paper analyzes the current situation of Company K’s promotional strategy for public charging service in terms of price promotion,non-price promotion(personnel promotion,advertising,business promotion,public relations)by reviewing and referring to existing domestic and foreign promotional strategies,market positioning,market segmentation,market selection,and marketing strategies for charging post charging service,and then using promotional mix strategy,digital marketing,and STP market segmentation strategy as guidance.It was found that Company K’s public charging service has the problems of lack of price promotion and pricing differentiation compared with competitors,and the problems of insufficient attention to personnel promotion strategy,lack of attention to advertising promotion strategy,insufficient consideration of customer demand in business promotion strategy,and the lack of public relations strategy in non-price promotion.Based on the current promotional situation of Company K’s charging service and the political,economic and cultural environment of the Kunming market,this paper proposes measures to improve the promotional strategies that are compatible with Company K,i.e.,combining one-stop pricing and time-sharing pricing,combining activity pricing with package pricing,strengthening personnel promotion strategies,emphasizing advertising,developing business promotion strategies that further reflect consumers’ needs,and targeted public relations strategies.In conclusion,this paper not only points out the problems and proposes corresponding countermeasures in Company K’s current public charging post charging service promotion,but also provides effective references for Company K to continue exploring public charging post charging service promotion strategies.