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论文编号：	13488
作者编号：	2320200625
上传时间：	2022/12/3 17:48:15
中文题目：	SY公司新能源汽车市场营销策略研究
英文题目：	Research on Marketing Strategy of New Energy Vehicles of SY Company
指导老师：	杜建刚
中文关键字：	新能源汽车；营销策略；STP分析
英文关键字：	New energy vehicle; Marketing strategy; STP analysis
中文摘要：	SY公司于2014年11月正式成立，是一家致力于全球化的新能源智能电动汽车公司，主要面向一二线城市中产以上家庭，主要运营新能源汽车及相关附加产品。八年的产业深耕，已经在国内市场初步建立覆盖全国的服务网络，并且形成了从技术研发、产业制造到市场营销的完备产业链和销售链体系。随着SY公司规模不断发展壮大，公司客户数量日益增加，但是与之而来的是营销问题和竞争加剧，为了增强企业销售能力，获得更大的市场份额，需要对公司的营销策略进行进一步研究。 本文首先探讨了环境分析的主要方法，以及营销战略、营销策略的概念与理论；随后，对SY新能源汽车公司的发展现状与发展问题进行了分析，从SY公司内部获得相关数据，通过对SY新能源汽车的用户用车评价等进行分析，结合公司现状，发现公司存在产品质量不稳定、换电站服务问题频发、危机公关能力弱、产品价格偏高等问题。使用PEST分析法以及波特五力模型对SY公司的营销外部环境进行分析，并重点探讨新能源汽车消费者的购买行为，具体包括新能源汽车消费者画像、新能源汽车消费者信息获取渠道、新能源汽车消费者购买渠道、以及影响新能源汽车消费者购买决策因素。最后，结合公司问题以及所处的营销环境，对SY新能源企业进行STP分析，从产品策略、价格策略、渠道策略、促销策略以及服务营销策略几个方面探讨公司的营销策略，并针对性的提出营销保障措施。本文立足SY新能源汽车公司市场营销策略的分析，不仅仅可以促进SY新能源汽车公司的发展，也可为其他同行业企业提供一定的参考。
英文摘要：	SY Company was formally established in November 2014. It is a new energy intelligent electric vehicle company dedicated to globalization. It mainly targets middle-class and above families in first-tier and second-tier cities, and mainly operates new energy vehicles and related additional products. After eight years of intensive industrial cultivation, it has initially established a nationwide service network in the domestic market, and formed a complete industrial chain and sales chain system from technology research and development, industrial manufacturing to marketing. With the continuous development and expansion of SY Company, the number of company customers is increasing, but the marketing problems and competition are intensified. In order to enhance the company's sales ability and gain a larger market share, it is necessary to further study the company's marketing strategy. This thesis first discusses the main methods of environmental analysis, as well as the concept and theory of marketing strategy and marketing strategy; then, it analyzes the development status and development problems of SY New Energy Vehicle Company. By obtaining relevant data from SY Company and analyzing the user sentiment of SY new energy vehicles, combined with the current situation of the company, it is found that the company has problems such as unstable product quality, frequent service problems of power changing station, weak ability of crisis public relations and high product price. Using PEST analysis method and Porter's five forces model to analyze the external marketing environment of SY Company, and focus on the purchase behavior of new energy vehicle consumers, including the portrait of new energy vehicle consumers, the information acquisition channels of new energy vehicle consumers, the purchasing channels of new energy vehicle consumers, and the factors affecting the purchasing decisions of new energy vehicle consumers. Finally, combined with the company's problems and the marketing environment, the STP analysis of SY new energy enterprises is carried out and the company's marketing strategies are discussed from the aspects of product strategy, price strategy, channel strategy, promotion strategy and service marketing strategy, and targeted marketing guarantee measures are proposed. Based on the analysis of the marketing strategy of SY high-end new energy vehicle company, this thesis can not only promote the development of SY new energy vehicle company, but also provide certain reference for other companies in the same industry.
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