RESEARCH ON OPTIMIZATION OF NEW ENERGY VEHICLE MARKETING STRATEGY OF COMPANY A

With the continuous growth of new energy vehicle sales, consumer demand has gradually changed, and traditional marketing strategies have been unable to adapt to the complexity of the future market environment. Therefore, corporate management needs to make timely adjustments to product positioning based on the actual market situation and changes in consumer demand. This study takes Company A, a representative company in the new energy vehicle industry, as an example to explore the antecedent factors that affect consumer purchasing behavior and analyze how Company A can optimize its marketing strategy to adapt to market changes. We explored the factors influencing new energy vehicle purchasing behavior through a questionnaire survey of consumers. The study found that product factors have the most significant impact on consumers, followed by policy factors, publicity factors, consumer concepts, supporting facilities, and price factors. We propose suggestions for improving Company A's marketing strategy based on the SWOT analysis, with a focus on optimizing five aspects: product strategy, promotion strategy, price strategy, channel strategy, and supporting facility construction, to enhance Company A's market competitiveness and meet the diverse needs of consumers.