Research on the Consumer Behavior Characteristics and Marketing Strategy of New Energy Vehicles——Taking BYD and Tesla as Examples

The problems of energy crisis and environmental pollution brought about by the rapid development of the automobile industry have become increasingly prominent. The development and promotion of new energy vehicles have become one of the solutions. Many vehicles have joined the queue to produce and sell new energy vehicles. However, different brands have different factors influencing consumer behavior and face different marketing problems. Therefore, it is significant to study the user characteristics of new energy vehicles and provide solutions for existing problems. This paper uses the method of literature research and comparative analysis, taking BYD and Tesla as examples, to study the characteristics of consumer behavior and marketing strategies of the two brands, respectively. Finally, the author finds that the main problems of BYD are the lack of promotion of the concept of green marketing and the single market. The main problems of Tesla are reflected in the direct selling model, selling price, after-sales service, and the market. At the same time, for these problems, the author gives some corresponding solutions. This paper has played a role in promoting the development of two new energy vehicle companies and can also help marketers to formulate and improve existing marketing strategies.