The purpose and significance of the research on the marketing strategy of Weilai new energy vehicles.

1, low-cost strategy, based on the scale effect in the design, production and sales process of the automobile industry, seeks the mass market with the largest consumer group, and tries to increase the sales volume of a single vehicle or increase the reuse rate of parts through the platform strategy, so as to realize the scale effect and fully amortize the fixed cost, so the cost and price are beyond the reach of competitors. Volkswagen, Toyota and Hyundai are the strategies of 1

2, differentiation strategy, through a lot of marketing expenses to maintain brand tonality, they are different from each other, BMW emphasizes performance, Audi emphasizes technology, Mercedes emphasizes elegance and so on. Brand image is easy to defend but difficult to attack. Lexus, which Toyota has painstakingly managed for many years, is still only a "second-line luxury brand" so far, while luxury car brands like Maotai are more fragrant with the longer history. For example, BBA, Ferrari, Porsche and Lexus belong to strategy 2.

The new forces can also be divided according to this. Tesla, Tucki, Weimar and BYD are strategies 1, and Weilai and Ideal are strategies 2.