‘Xiaopeng’s New Energy Vehicle under the Concept of Low Carbon Green Consumption Study on Marketing Strategy Optimization

Abstract

Purpose – Based on the development trend and direction of the new energy vehicle, this paper analyzes the marketing environment of the new energy vehicle in the background of low carbon and green.
 Design/Methodology/Approach – PEST analysis method、4P Marketing Strategy. Findings – Based on PEST analysis and 4P analysis, this paper discusses and studies the marketing optimization strategy of Xiaopeng New Energy Automobile Co., Ltd., the marketing optimization strategy of Xiaopeng New Energy Vehicle is discussed and analyzed. Based on the analysis and research, the following findings are obtained: First, Xiaopeng technology should aim at families with fuel cars, working class, or urban traffic congestion and have a commuter bus at home, and optimize the design to provide passengers with a better ride experience and enhance product competitiveness. Second, Xiaopeng science and technology should pay more attention to the added value of new energy, improve the quality and after-sales service of new energy vehicles, and provide more value-added services for consumers. Third, Xiaopeng science and technology should pay close attention to the characteristics of ”consumers’ purchasing behavior and pay attention to diversify marketing channels. At the same time, fourth- and fifth-tier cities set up stores to boost their sales channels. Fourthly, Xiaopeng Science and Technology should raise the brand awareness of enterprises and adopt scientific and unified promotional methods. At the same time, in order to improve the promotion effect, Xiaopeng Technology should continuously improve the evaluation and feedback of the promotion effect. Research Implications – First, guide Xiaopeng’s new energy automobile marketing problem. Understanding the current marketing situation of the enterprise, the deficiencies and problems are analyzed to play an auxiliary role in solving the problem effectively so as to make the enterprise get good results. Second, it helps to provide a reference for other related enterprises. This paper takes the new energy automobile marketing of Xiaopeng Science and Technology Enterprise as the object of analysis and hopes to provide references for other enterprises to formulate and implement marketing strategies.