Analysis of New Energy Vehicle Marketing Strategy - Taking BYD as an Example

Abstract

With the rapid development of the economy and the enhancement of environmental protection awareness, the new energy vehicle industry has emerged and risen rapidly. This paper selects BYD as a research case to explore the marketing strategy of new energy vehicles in depth. First, through the PEST analysis method, the external environment of BYD is comprehensively analyzed from four macro perspectives: social environment, economic environment, policy environment, and technological environment. Subsequently, the 4PS marketing strategy theory is used to explore the marketing strategies currently adopted by BYD and their effects from four aspects: price strategy, channel strategy, promotion strategy, and product positioning. On this basis, this paper combines the results of the two analysis dimensions. It puts forward optimization suggestions for the marketing strategy of the new energy vehicle industry- to provide reference and reference for related enterprises and promote the sustainable and healthy development of the new energy vehicle industry.