Research on the Globalization Process of BYD New Energy Vehicles

Abstract

This paper aims to deeply explore the globalization process of China's BYD Company, and evaluate its performance in the field of new energy vehicles from the dual perspectives of international strategy and marketing mix. As a leader in China's automotive industry, BYD has made remarkable achievements in the global market with its strong product strategy and brand influence. This paper first analyzes BYD's core competitiveness, including its advantages in battery technology, electric vehicle research and cost control. Then, this paper elaborates on the internationalization strategy adopted by BYD for different target markets, such as cooperating with local enterprises, establishing overseas production bases, participating in international exhibitions, in order to enter new countries and attract more potential customers. In addition, the paper also explores BYD's innovative practices in marketing mix, such as digital marketing, social media promotion and customized services, to increase brand awareness and market share. However, in the face of increasingly fierce market competition, this paper also puts forward some improvement suggestions, such as strengthening brand building, expanding diversified channels, improving product quality and service level, to help BYD maintain a leading position in the global new energy vehicle market.