Improvement Measures for Marketing Strategies of New Energy Vehicles under the Concept of Green Consumption

With the concept of green environmental protection deeply rooted in people's hearts, green consumption is gradually recognized by more and more people. Under the trend of green consumption, China's automotive industry has made preliminary progress. This paper analyzes the current situation of the new energy vehicle industry and the marketing issues of new energy vehicles based on green consumption through the basic concept of green consumption. It proposes specific strategies for new energy vehicle marketing under green consumption, such as shaping green brands, reducing consumption costs, disseminating green lifestyles, and creating diversified marketing modes. The aim is to continuously improve China's new energy vehicle marketing capabilities.