Analysis of ZEEKR New Energy Vehicle Marketing Strategy

Lixuan Mai

2024

Abstract

China's automotive industry is developing rapidly, due to the establishment of China's "carbon peak and carbon neutrality" goals and the green transformation of energy. And nowadays China in automotive industry is one of the world’s leading countries. Many new energy vehicle companies emerged like BYD, Ideal, NIO and so on. Traditional Internet giants such as Baidu, Huawei, Tencent and Alibaba also entered the field of new energy vehicles. This report chooses the ZEEKR new energy vehicle brand as an example to analyze the marketing strategy of new energy vehicles, using the PEST model and 4P theory. This article finds that ZEEKR’s marketing strategy has problems such as limited product variety, low brand awareness, unclear market positioning, the lacking in public relations and crisis management capabilities and the insufficient after-sales service capabilities. Based on this, suggestions are given to refine the market, enrich product types, improve public relations and crisis management capabilities, enhance brand image, enhance after-sales service quality, and enhance consumer satisfaction.

Paper Citation

in Harvard Style

Mai L. (2024). Analysis of ZEEKR New Energy Vehicle Marketing Strategy. In Proceedings of the 1st International Conference on Engineering Management, Information Technology and Intelligence - Volume 1: EMITI; ISBN 978-989-758-713-9, SciTePress, pages 609-616. DOI: 10.5220/0012960400004508

in Bibtex Style

@conference{emiti24,
author={Lixuan Mai},
title={Analysis of ZEEKR New Energy Vehicle Marketing Strategy},
booktitle={Proceedings of the 1st International Conference on Engineering Management, Information Technology and Intelligence - Volume 1: EMITI},
year={2024},
pages={609-616},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012960400004508},
isbn={978-989-758-713-9},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Engineering Management, Information Technology and Intelligence - Volume 1: EMITI
TI - Analysis of ZEEKR New Energy Vehicle Marketing Strategy
SN - 978-989-758-713-9
AU - Mai L.
PY - 2024
SP - 609
EP - 616
DO - 10.5220/0012960400004508
PB - SciTePress