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论文编号：	13299
作者编号：	2120202912
上传时间：	2022/6/10 12:03:55
中文题目：	小鹏汽车公司营销策略及实施研究
英文题目：	Research on marketing strategy and implementation of Xiaopeng Automobile Company
指导老师：	李东进
中文关键字：	新能源汽车；营销策略；小鹏汽车；体验营销；整合营销
英文关键字：	new energy vehicles; Marketing strategy; Xiaopeng automobile; Experience marketing; integrated marketing
中文摘要：	伴随着石油能源消耗超过国际警戒线、尾气排放导致环境污染，我国加大对新能源汽车发展的支持，新能源汽车行业发展正如火如荼。一方面对传统汽车行业造成冲击，另一方面新能源汽车企业间竞争业日益加剧。新能源汽车在由政策驱动过渡到市场驱动的关键节点，越是在这样重要的时候，新能源汽车企业采取何种营销策略，快速占领消费者心智，获得消费者认可，使汽车产品在市场上脱颖而出，抢占市场份额显得尤为重要。 小鹏汽车作为造车新势力企业，以纯电动汽车为发展战略。近两年，发展迅速，销量虽稳步上升，但市场份额也仅有2.8%。经分析，其品牌认知度低、产品矩阵不完善，且在产品、价格、营销渠道和促销等营销策略上存在弱势。新能源汽车的营销是对多种营销策略的有机结合，而并非简单的销售工作。例如，结合产品策略、营销渠道策略、大数据营销平台等营销策略，建立品牌流量池，多渠道打造私域，加强客户管理，增加客户的粘度和忠诚度，产生品牌依赖，从而达到人人宣传的境界。 本文从STP理论、4P策略理论、体验营销理论和整合营销理论出发，通过对新能源汽车行业现状及趋势分析，加深对新能源汽车行业的了解。找出小鹏汽车营销策略上存在的薄弱点，结合SWOT理论剖析小鹏汽车自身的优劣势、外部机会与威胁，选择目标市场，进而探索行之有效的、适合小鹏汽车长期发展的、能快速占领消费者认知的营销策略，并进一步提出小鹏汽车实施营销策略的保障措施，为小鹏汽车在竞争激烈的新能源汽车市场中抢夺先机。同时，为其他新能源汽车公司的营销策略提供借鉴。
英文摘要：	With the oil energy consumption exceeding the international warning line and the environmental pollution caused by exhaust emissions, China has increased its support for the development of new energy vehicles, and the development of new energy vehicle industry is in full swing. On the one hand, it has an impact on the traditional automobile industry, on the other hand, the competition among new energy automobile enterprises is increasing. New energy vehicles are at the key node of the transition from policy driven to market driven. At such an important time, it is particularly important for new energy vehicle enterprises to adopt what kind of marketing strategy to quickly occupy the minds of consumers and obtain consumer recognition, so as to make automotive products stand out in the market and seize market share. Xiaopeng automobile, as a new power enterprise in automobile manufacturing, takes pure electric vehicles as its development strategy. In the past two years, it has developed rapidly. Although the sales volume has increased steadily, the market share is only 2.8%. After analysis, it has low brand awareness, imperfect product matrix, and weak marketing strategies such as products, prices, marketing channels and promotion.The marketing of new energy vehicles is an organic combination of a variety of marketing strategies, rather than a simple sales work. For example, combined with product strategy, marketing channel strategy, big data marketing platform and other marketing strategies, establish a brand flow pool, create a private domain through multiple channels, strengthen customer management, increase customer viscosity and loyalty, and generate brand dependence, so as to achieve the realm of everyone's publicity. Starting from STP theory, 4P strategy theory, experience marketing theory and integrated marketing theory, this paper deepens the understanding of new energy vehicle industry through the analysis of the current situation and trend of new energy vehicle industry. Find out the weak points in Xiaopeng automobile's marketing strategy, analyze Xiaopeng automobile's own advantages and disadvantages, external opportunities and threats in combination with SWOT theory, select the target market, then explore effective marketing strategies that are suitable for the long-term development of Xiaopeng automobile and can quickly occupy the cognition of consumers, and further put forward the guarantee measures for Xiaopeng automobile to implement the marketing strategy, For Xiaopeng automobile to seize the first opportunity in the highly competitive new energy vehicle market. At the same time, it provides reference for the marketing strategies of other new energy vehicle companies.
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