Fuel vs. Electric: Marketing Strategies for BoYuan Volkswagen in the Evolving Chinese Car Market

In recent years, China's economy has developed rapidly and steadily, with the income level and living standards of the Chinese people constantly improving. As people's demand for cars becomes more diversified, China has become the world's largest car market. Meanwhile, the rapid development of electric cars, driven by technological advances, poses a huge threat to the traditional fuel car market. After experiencing a decline in the car market due to the pandemic, how fuel cars respond to the changing trends in the market, how electric cars seize and adapt to market opportunities and changes, and how companies formulate and adjust their own marketing strategies are necessary paths for the long-term development of car companies, and also the main research content of this article.

This research paper examines the marketing strategies of BoYuan Volkswagen in the Chinese car market. Using survey methods, literature analysis, and comparative analysis, alongside 4P marketing theory, STP theory, and a review of domestic and international research, this study provides a theoretical foundation. PEST and SWOT analyses are employed to evaluate the current marketing strategy of BoYuan Volkswagen. Based on the collected data and theoretical analysis, combined with STP analysis, the target market and market positioning are identified. The paper then proposes improvements to the marketing strategies for both fuel cars and electric cars. These suggestions include: overall brand building and promotion, establishing product differentiation, and engaging in price competition. Further segmentation focuses on emphasizing the variety and driving experience of fuel car models, alongside more competitive pricing compared to electric cars in the same category. For electric vehicles, the emphasis lies in promoting their eco-friendly nature, lower driving costs, and innovative technological advantages. This research aims to provide valuable insights for BoYuan Volkswagen and other companies facing similar challenges in understanding and formulating their marketing strategies.