Research on optimization of new energy vehicle marketing strategy of company A

Abstract

With the continuous expansion of new energy vehicle sales, consumer demand has evolved significantly, rendering traditional marketing strategies inadequate for addressing the complexities of the future market environment. Consequently, corporate management must promptly adjust product positioning in response to the actual market dynamics and shifting consumer preferences. This study uses Company A, a prominent representative in the new energy vehicle industry, as a case study to examine the antecedent factors influencing consumer purchasing behavior. It further analyzes how Company A can optimize its marketing strategies to effectively adapt to evolving market dynamics. Through a questionnaire survey of new energy vehicle consumers, the study identified the factors influencing purchasing behavior. The findings revealed that product-related factors exert the most significant impact on consumer decisions, followed by policy factors, publicity efforts, consumer perceptions, supporting infrastructure, and price considerations. Utilizing a SWOT analysis, the study provides targeted recommendations to refine Company A’s marketing strategy across five critical dimensions: product strategy, promotional efforts, pricing strategy, distribution channels, and the enhancement of supporting infrastructure. These measures are designed to boost Company A’s market competitiveness while catering to the evolving and diverse demands of consumers