基于4P理论对比亚迪新能源汽车的营销策略研究
Research on the Marketing Strategy of BYD’s New Energy Vehicles Based on the 4P Theory

新能源汽车日益成为当今社会汽车产业发展中的强大支柱，对全球国家和地区陆续实现碳中和、碳达峰之绿色转型具有重要的推动意义。发展新能源是我国构建现代化产业体系的重要一环，以新能源为基础的汽车产业成为了发展新动能。我国作为新能源汽车生产和销售大国，新能源汽车发展态势迅猛，涌现出众多新能源汽车品牌，产品竞争尤为激烈，在众多新能源汽车品牌当中比亚迪突出重围，在全球市场中占据重要份额。因此基于4P理论分析比亚迪新能源汽车的营销策略现状及营销困境，并按上述分析为比亚迪新能源汽车的营销策略优化提出切实可行之建议。
New energy vehicles are increasingly becoming a powerful pillar in the development of the automotive industry in today’s society, and have important driving significance for countries and regions around the world to achieve green transformation towards carbon neutrality and peak carbon emissions. Developing new energy is an important part of building a modern industrial system in China, and the automotive industry based on new energy has become a new driving force for development. As a major producer and seller of new energy vehicles, China’s development trend of new energy vehicles is rapid, with numerous new energy vehicle brands emerging. Product competition is particularly fierce, and BYD stands out among many new energy vehicle brands, occupying an important share in the global market. Therefore, based on the 4P theory, this paper analyzes the current situation and marketing difficulties of BYD’s new energy vehicle marketing strategy, and proposes practical and feasible suggestions for optimizing BYD’s new energy vehicle marketing strategy according to the above analysis.