Research on the Current Situation and Strategy of the Development of BYD New Energy Vehicles in the European Market

Abstract

The climate crisis hangs over the entire planet, and the present and future survival of mankind is at stake. Therefore, countries have to speed up the transformation of energy structure to delay and control the process of climate change, and encourage the comprehensive development of the new energy vehicle industry. Traditional automobile manufacturers have also joined this new track, hoping to gain a share of the global market of new energy vehicles. In the above context, this thesis takes BYD new energy vehicles as an example, carrying out PESTEL and 4Ps analysis to analyze the main content of BYD new energy vehicles in Europe's development strategy and market status. The methods used in this thesis are mainly case analysis, literature review and data analysis to analyze it. At the same time, some problems are found, such as imperfect supporting facilities, relatively single sales channels and other problems, and corresponding solutions are proposed for these problems. This thesis hopes that by studying the status quo and development strategy of BYD new energy vehicles in the European market, it can play a certain role for reference in its development in the European market.