新能源汽车品牌营销策略分析——以比亚迪汽车为例
Analysis of Marketing Strategies for New Energy Vehicle Brands—Taking BYD Auto as an Example

随着全球经济的快速增长和对自然资源的大规模开发，不可再生的资源正面临着耗尽的风险。为了解决能源危机问题，实现可持续发展战略，各国家都加大了新能源产业的投入力度。比亚迪作为国内领先的纯电动客车和混合动力轿车企业，凭借其独特的产品定位与技术优势成为了全球知名汽车品牌。在面对竞争对手的各种品牌推广策略时，比亚迪新能源汽车应如何在众多策略中脱颖而出，并制定出高效的品牌营销策略，从而推动新能源汽车行业的持续进步。本文主要探讨了在品牌营销过程中，企业应如何根据不同的市场需求来选择合适的品牌营销策略。我们希望通过这项研究，能为比亚迪新能源汽车的品牌营销发展提供有价值的参考，并为其他国内自主品牌在新能源汽车市场的品牌营销策略提供有益的借鉴。
With the rapid growth of the global economy and large-scale development of natural resources, non renewable resources are facing the risk of depletion. In order to address the energy crisis and achieve sustainable development strategies, countries have increased their investment in the new energy industry. BYD, as a leading domestic enterprise in pure electric buses and hybrid cars, has become a globally renowned automotive brand with its unique product positioning and technological advantages. How should BYD’s new energy vehicles stand out among various brand promotion strategies of competitors and develop efficient brand marketing strategies to promote the continuous progress of the new energy vehicle industry. This article mainly discusses how enterprises should choose appropriate brand marketing strategies based on different market demands in the process of brand marketing. We hope that through this research, valuable references can be provided for the brand marketing development of BYD’s new energy vehicles, and useful references can be provided for the brand marketing strategies of other domestic independent brands in the new energy vehicle market.