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论文编号：	12242
作者编号：	2320180484
上传时间：	2020/12/17 15:52:41
中文题目：	A公司新能源乘用车营销策略研究
英文题目：	Study on Marketing Strategy and Implementation of Electric Vehicles of A
指导老师：	李东进
中文关键字：	新能源汽车；营销策略；绿色营销；体验营销
英文关键字：	New energy vehicle; marketing strategy; green marketing; experience marketing
中文摘要：	新能源汽车是战略性新兴行业之一。目前中国纯电动车销量占据全球市场61%份额，超过其余国家总和。全球销量前十大厂商中，本土品牌占据五席。未来，全球新能源汽车销量将达到3100万辆，未来发展空间巨大。我国政府为了更好扶持新能源产业发展，制定了扶持新能源汽车发展的长效机制。在产业趋势和政策支持下，众多汽车企业纷纷入局该产业。其中既有传统车企转型，也有造车新势力。在经过数年发展和优胜劣汰之后，目前市场上存活下来的新能源汽车企业大多已经具有成型产品和量产能力，已经初步得到市场消费者的检验。 本文以知名造车新势力A企业为研究对象。首先从新能源汽车产业环境进行宏观分析，包括政策、经济、社会、技术发展等外部因素的影响以及目前市场现状。从市场销量角度观察市场主流竞争产品表现和营销方向。结合A公司现状，通过SWOT方法对A公司的内部优劣势和外部机会威胁进行分析，得到A公司营销方向。之后，通过市场细分，选择A公司应尝试进入的目标市场，并根据目标市场现状，明确A公司应在细分市场建立的定位。围绕A公司的定位方向，基于4P理论对A公司产品策略、定价策略、促销策略、渠道策略提出营销策略建议。同时，考虑A公司产品的绿色特性，对A公司提出绿色营销策略建议。以及基于体验营销理论，建议A公司利用自身优势强化消费者体验。最后通过产品、制度、人员三方面保障营销策略落实。 本文通过运用市场营销理论和模型，结合A公司自身特点与所处竞争环境，对A公司营销策略进行研究并提出建议，为企业未来的营销提供思路和指导。也希望本文的研究结果，为其他新能源汽车企业在营销策略上提供参考。
英文摘要：	New energy vehicles industry is one of the strategic emerging industries. At present, China's electric vehicle sales account for 61% of the global market, exceeding the total of other countries. Among the top ten manufacturers in global sales, local brands occupy five. In the future, the global sales of new energy vehicles will reach 31 million, and there is huge room for future development. In order to better support the development of the new energy industry, the Chinese government has formulated a long-term mechanism to support the development of new energy vehicles. With the industry trends and policies, many auto companies have entered the industry. Among them are the transformation of traditional car companies, as well as new manufacturers. After several years of development and survival of the fittest, most of the new energy vehicle companies that have survived on the market already have molded products and mass production capabilities, which have been initially tested by market consumers. This paper takes the well-known new automaker A company as the research object. First of all, the paper will conduct a macro analysis from the environment of the new energy automobile industry, including the influence of external factors such as policy, economy, society, technological development, and the current market status. It will observe the performance and marketing direction of mainstream competitive products in the market from the perspective of market sales. Combining with the status quo of A company, this paper also analyzes the A company's internal strengths and weaknesses and external opportunity threats through the SWOT method to obtain the A company's marketing direction. After that, through market segmentation, the paper suggests the target market that Company A should try to enter, and based on the current status of the target market, it will clarify the position that Company A should establish in the market segment. Focusing on the positioning direction of A company, based on the 4P theory, the paper will put forward marketing strategy suggestions for A company's product strategy, pricing strategy, promotion strategy and place strategy. At the same time, considering the green characteristics of company A’s products, a green marketing strategy proposal will be made to company A. Based on experience marketing theory, it is recommended that A company use its own advantages to enhance consumer experience. Finally, the implementation of the marketing strategy will be guaranteed through three aspects: products, systems, and personnel. Through the use of marketing theories and models, combined with company A’s own characteristics and the competitive environment, this paper conducts research on company A’s marketing strategy and makes recommendations to provide ideas and guidance for the company’s future marketing. I also hope that the research results of this article will provide references for other new energy vehicle companies in their marketing strategies.
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