The New Energy Vehicles Marketing Strategies: A Case Study of Li Auto Inc.

Abstract

This research aimed to explore how new energy vehicle enterprises optimized their marketing strategies and improved their competitiveness in the "Internet +" environment. In view of the fact that how to realize the stable development of the new energy vehicle industry from relying on Chinese subsidies to relying on production capacity is an important problem to be solved urgently by the current new energy vehicle enterprises, This study was carried out and  the following questions were discussed: Taking the Li auto Inc as an example, what is the marketing situation of the Li auto Inc? What's the problem? What direction should the Li auto Inc's marketing strategy develop after it is perfected?. A questionnaire survey was adopted to analyze the marketing situation, and 144 electronic questionnaires were collected in China. The result showed that the Li Auto Inc. facing the fierce market environment, fixed pricing module, channel problems such as insufficient incentives need to be solved. It was recommended to solve the problems from the aspects of price strategy, channel strategy and promotion strategy.