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论文编号：	13616
作者编号：	2320190345
上传时间：	2022/12/5 10:34:26
中文题目：	理想新能源汽车的营销策略研究
英文题目：	Ideal new energy vehicle marketing strategy research
指导老师：	于斌
中文关键字：	新能源汽车；理想汽车；营销策略
英文关键字：	New energy vehicles; The ideal car; The marketing strategy
中文摘要：	石油等传统能源若继续保持目前较高的消耗量，环境污染则将进一步加剧。新能源汽车发展恰逢其时，迎合了国内绿色发展理念，同时具备政府关注，社会资本支持等优势，势必将成为国内外共同关注的经济增长点。然而自国家释放新能源汽车产业发展补贴政策调整信号之后，政府支持资金由直接补贴向基础设施建设转变，这一定程度上削减了消费者购买新能源汽车的积极性，新能源汽车的发展将由政策主导向市场化方向发展。2020年更是受到新冠肺炎疫情影响，全球经济面临严重的下行风险。国内外市场萎缩严重。新能源汽车产业如何平稳实现从依靠国家补贴到依靠自身能力发展，是摆在当前新能源汽车企业面前亟需解决的重要难题。 本文以国产造车新势力理想新能源汽车作为研究对象，通过案例分析和文献分析以及问卷调查的方式，对新能源汽车消费者的消费者需求和消费者行为进行分析，并综合运用多种分析工具对理想新能源汽车市场营销环境和营销现状及问题进行剖析，尝试为理想新能源汽车总结出具有借鉴意义的营销策略。 本文主要分为七部分内容展开研究。第一部分介绍了选题背景和研究意义以及相关研究方法。第二部分对营销理论和新能源汽车理论进行回顾。第三部分主要分析了国内外新能源汽车的发展现状以及未来趋势。第四部分主要讲解理想新能源汽车的发展状况，分析了理想新能源汽车当下营销环境，对理想新能源汽车存在的问题进行分析。第五部分主要是针对理想新能源汽车的营销问题，提出了对应的优化策略。第六部分针对营销策略提出相应的保障措施。第七部分为总结与展望。 本文的研究成果能够对新能源汽车营销策略提供参考，促进新能源汽车行业发展。
英文摘要：	If the current high consumption of petroleum and other traditional energy sources continues, environmental pollution will be further aggravated. The development of new energy vehicles comes at the right time, meets the domestic green development concept, and has the advantages of government attention, social capital support and so on. It is bound to become an economic growth point of common concern at home and abroad. However, since the national release of the new energy vehicle industry development subsidy policy adjustment signal, the government support funds from direct subsidies to infrastructure construction, which to some extent reduces the enthusiasm of consumers to buy new energy vehicles, the development of new energy vehicles will be led by policy to market direction. In 2020, the global economy faced serious downside risks due to the impact of the COVID-19 pandemic. Domestic and foreign markets are shrinking. How to smoothly realize the development of the new energy vehicle industry from relying on national subsidies to relying on its own ability is an important problem that needs to be solved in front of the current new energy vehicle enterprises. Based on the domestic building cars new ideal new energy vehicles as the research object, through case analysis and literature analysis and questionnaire survey, the new energy automotive consumer's consumer demand and consumer behavior is analyzed, and the integrated use of a variety of analysis tools for an ideal new energy automobile market marketing environment and analyzes the current situation and problems of marketing, Try to sum up the marketing strategy with reference significance for the ideal new energy vehicle. This paper is divided into seven parts. The first part introduces the background and significance of the research and the relevant research methods. The second part reviews the marketing theory and new energy vehicle theory. The third part mainly analyzes the development status and future trends of new energy vehicles at home and abroad. The fourth part mainly explains the development status of the ideal new energy vehicle, analyzes the current marketing environment of the ideal new energy vehicle, and analyzes the problems existing in the ideal new energy vehicle. The fifth part is mainly aimed at the ideal new energy vehicle marketing problems, put forward the corresponding optimization strategy. The sixth part puts forward corresponding safeguard measures for marketing strategy. The seventh part is summary and prospect. The research results of this paper can provide a reference for the marketing strategy of new energy vehicles and promote the development of the new energy vehicle industry.
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