Research on Marketing Strategy of New energy Vehicles in China

As the background of the exacerbation of climate change and various pollution, the development of new energy vehicles is gradually on the right track.The study used Secondary market and case study two methods to collect and analyze the data.The study cited BYD as an example and first discussed the Chinese NEV Car Market and showed the market trend.At the same time, the great intention of high-end NEV cars about the consumer and supply sides of the market was shown.As BYD's advantage of charging stations and its five performance are also facing challenges from Tesla and other enterprises.Based on these, this study proposed some solutions.The first is that BYD's strategy mainly focuses on the middle and high-end customer groups, while the current middle and low-end customers are inconsistent with its strategic goals.According to the 4C theory, BYD must understand and design customer products at different demand levels.Secondly, from customer cost management, BYD needs to provide excellent after-sales service to eliminate customers' concerns and provide free maintenance and vehicle repair in the first few years after purchase.BYD will carefully consider issues related to cost, as its pricing focuses on low -and mid-range customers.Although price sensitiveness appear in all customer groups, lower-end customers are much more price-sensitive than high-end customers.Also, BYD needs to properly train its staff to answer any questions from customers and show them expertise and service.At the same time, BYD can also open stores in large shopping malls to attract more people and link brands that can identify regions to a complete marketing strategy.