Analysis of China’s New Energy Vehicle Marketing Strategy
DOI:
https://doi.org/10.54691/bcpbm.v43i.4633Keywords:
New energy vehicle; marketing strategy; digital marketing; 4c marketing theory.Abstract
With the advent of the digital era, the traditional automobile industry and marketing methods are facing severe challenges. The conventional automobile giants have also begun to learn the marketing mode of new energy automobile brands and embarked on the road of digital marketing. Therefore, it is urgent to analyze the marketing mode of new energy automobile brands and find out more specific marketing strategies. This paper explores this and makes an initial understanding by studying the development of the new energy vehicle industry. Through the 4c marketing theory, this paper examines the product positioning direction of new energy vehicles and the NEV market demand to find the relevant problems. It provides complementary marketing strategies in customer, cost, convenience, and communication. At the end of the study, based on the current marketing mode of some new energy automobile enterprises, this paper puts forward some new ideas and suggestions for the marketing strategy of China's automobile new energy business layout.
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