Research on Pricing Strategy of new Energy Vehicle Market

With the increasingly severe global climate change and environmental problems, new energy vehicles, as an important choice for green travel, have received widespread attention. However, the pricing strategy of the new energy vehicle market has been one of the important challenges facing automakers. Especially in China, as the world's largest automobile market, the pricing strategy of new energy vehicles not only affects the profits of enterprises, but also directly relates to the purchasing decisions of consumers. Taking BYD Auto as an example, as a leader in China's new energy vehicle industry, its pricing strategy has important reference significance for the entire industry. Through literature review, interview and investigation, and content analysis, this paper analyzes and studies the current situation of BYD automobile in terms of pricing strategy, and combines the current situation of China's new energy automobile industry to find out existing problems and propose corresponding optimization measures to improve the performance of new energy automobile enterprises. After in-depth research and analysis, this study draws the following conclusions: BYD Auto's existing pricing strategy has taken into account consumer psychology and market competition environment to a certain extent, but there are still some problems. Therefore, BYD Auto should flexibly adjust its pricing strategy according to changes in the market environment and consumer demand, strengthen communication and interaction with consumers, and improve brand awareness and loyalty. This study provides useful reference and enlightenment for BYD Auto and other new energy vehicle manufacturers, and helps enterprises to formulate more scientific and reasonable pricing strategies to achieve sustainable development.