TITLE:
Research on the Marketing Strategy of New Energy Vehicles in SL Company
AUTHORS:
Jihua Zhang, Rong Wang
KEYWORDS:
New Energy Vehicles, Marketing Strategy, Market Segmentation, Market Targeting, Market Positioning
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.9 No.2,
February
21,
2019
ABSTRACT: New energy vehicle is a technological revolution in the automotive industry, which has changed the pattern of the original automotive industry to a certain extent. Nowadays, energy consumption and environmental pollution are becoming more and more serious, therefore new energy vehicles are becoming the trend of future industry development. Governments spare no efforts to promote new energy vehicles. In the case of its broad market prospects, the market gives new energy automotive enterprises a cold response. In addition to the heading companies, such as Tesla, small new energy automobile companies are still struggling to increase market share. Based on this, this paper mainly focuses on the marketing strategy of SL New Energy Automobile Company. Firstly, we overview the marketing theory, and introduce the SL new energy automobile company. Then we use PEST (Politics, Economy, Society, Technology) and SWOT (Strengths, Weaknesses, Opportunities, Threats) to analyze the macro and micro environment of SL company. Then we use STP (Segmentation, Targeting, Positioning) to decide the target market selection and positioning. Finally, we put forward the marketing strategy from the four aspects of SL company’s product, price, place and promotion. Through this paper, we hope to have better marketing suggestions for enterprise managers, and hope to help the new energy automobile enterprise to promote market share.