Marketing Techniques for Electric Car

Bc. QIANYI OU

Master's thesis

Abstract:

As a potential market at the forefront of the world, China advocates the development of new energy vehicles to cope with climate change, but consumers still lack enthusiasm for NEVs. With the progress and development of society, people's consumption concepts and consumption patterns are changing. The traditional marketing model can no longer meet the needs of contemporary people, and new marketing models will inevitably emerge. The author believes that whether it is a traditional OEM or an emerging NEV automaker, their marketing techniques such as mobile marketing, social marketing, and digital marketing should gradually become trends closer to consumers' lives. The author aimed at Chinese consumers as the target of analysis and proposes to conduct business and communication strategic cooperation with mobile platforms (such as Weibo, WeChat, and live streaming APP) to achieve more accurate real-time interaction and communication between the brand and the target audience. Furthermore, the author hopes to provide suggestions and enlightenment for transforming the traditional OEMs NEV brand marketing strategy and putting forward the marketing techniques reference for the future marketing promotion of the NEV brands.

Keywords

Marketing Techniques, New Energy Vehicle, Marketing Mix, Marketing Communication

Language used: English

Date on which the thesis was submitted / produced: 16. 12. 2021

Thesis defence

• Supervisor: Ing. Michal Chocholoušek, Ph.D.
• Reader: Lukáš Novotný, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics Policy and Administration / Business Administration