Marketing Strategy of New Energy Vehicles: A Case Study of Ford and Audi Sports based on Marketing 4p Theory

Abstract

The background of this paper is based on the worldwide improvement of the traditional automotive industry in response to the environmental degradation and energy crisis. The research question is since new energy vehicles are entering the market with a new concept, how traditional car companies will pre-empt the market share through marketing strategies, and how they will face the challenges of new energy companies. The research significance of this paper is based on marketing guidelines and two new energy vehicle case studies, hoping to give market reference to some traditional car companies in the market that have to transform due to global environmental policies or car companies that have been working on new energy vehicle development. Also, to improve the efficiency of the use of new energy vehicle enterprise marketing resources so that the use of enterprise resources maximizes efficiency. Based on the marketing strategies of different car companies, it is hoped to give them and the car companies some ways to grab market share. It is also hoped that this paper will provide some ideas and references in an academic sense to companies and individuals studying marketing programs for new energy vehicles. This thesis uses a case study research method to explore the marketing strategy of the automotive industry for new energy vehicles to give the rest of the market car companies for market reference and competitive product analysis. The study concludes that the 4P marketing theory can still help both traditional and new car companies' new energy vehicles to earn the purchasing power of users in the market.