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论文编号：	14610
作者编号：	2120223757
上传时间：	2024/6/4 16:57:27
中文题目：	深圳腾势新能源汽车有限公司营销策略研究
英文题目：	Research on Marketing Strategy of Shenzhen Denza Automobile Co., Ltd
指导老师：	杜建刚
中文关键字：	新能源汽车；腾势品牌；市场定位；营销策略
英文关键字：	New energy vehicles; DENZA; Market Positioning; Marketing Strategy
中文摘要：	随着2023年中国新能源汽车市场实现持续爆发式增长，产销连续九年位居全球第一，各家车企也“卷”出新高度，努力抢占新能源汽车市场的份额。外资光环渐趋黯淡，品牌格局加速重塑，“降价增配”成为各家车企保持竞争力的手段之一，但当充分竞争成为新能源汽车行业的新常态时，车企更需破局产品价格下探带来的盈利难问题。腾势汽车作为新能源汽车的新生力量，在不到两年的时间实现2023年全品类MPV的销售冠军，但这成绩的背后更不免令人担忧，在电动汽车技术日臻成熟的今天，续航、充电、电池性能等表现逐渐趋同后，如何实现可持续发展和高质量发展成为一项重要课题。 本文以腾势新能源汽车有限公司为研究对象，在结合国内外新能源汽车相关研究的基础上，参照PEST分析、波特五力模型、消费者购买行为等理论，对新能源汽车行业的营销环境、竞争环境、消费需求及变化趋势进行了全面梳理与分析，通过结合腾势营销现状，运用调查问卷的数据分析和判断，从企业及消费者两个角度总结提炼公司四个方面的营销问题。在此基础上借助STP理论为腾势汽车的品牌明确市场定位，运用4P营销理论围绕产品、价格、渠道、促销四大方面制定针对性的营销策略，包括明确产品差异化与构建立体化产品矩阵、定价突出产品价值与稳定终端价格、拓宽销售渠道与加强渠道管理、健全品牌传播与优化服务体验等措施，并从营销团队保障、供应链管理、服务优化改进、企业文化建设等角度出发，为营销策略的执行提供了措施保障。 希望通过本文研究，帮助更多新能源车企乃至传统燃油车企业认识到营销管理的重要性，指导企业营销实践，为实现可持续和高质量发展夯实基础，同时充实我国对于新能源汽车领域研究的参考资料和数据信息，为新能源汽车企业的营销策略制定提供理论借鉴与参考。
英文摘要：	With the sustained explosive growth of China's new energy vehicle market in 2023, production and sales have ranked first in the world for nine consecutive years, and various car companies have also reached new heights, striving to seize market share in the new energy vehicle market. The halo of foreign investment is gradually fading, and the brand pattern is accelerating its reshaping. "Price reduction and configuration increase" has become one of the means for various car companies to maintain competitiveness. However, when full competition becomes the new normal of the new energy vehicle industry, car companies need to break through the difficulties of profit caused by the decline in product prices. As a new force in the field of new energy vehicles, DENZA achieved the sales champion of all category MPVs in less than two years. However, behind this achievement is even more worrying. In today's increasingly mature electric vehicle technology, as performance in terms of range, charging, and battery performance gradually converges, how to achieve sustainable and high-quality development has become an important issue. This article takes DENZA as the research object. Based on relevant research on new energy vehicles at home and abroad, and referring to theories such as PEST analysis, Porter's Five Forces model, and consumer purchasing behavior, it comprehensively sorts out and analyzes the marketing environment, competitive environment, consumer demand, and changing trends of the new energy vehicle industry. By combining the current situation of DENZA's marketing and using data analysis and judgment from survey questionnaires, it summarizes and extracts four marketing issues of the company from the perspectives of enterprises and consumers. On this basis, using STP theory to clarify the market positioning of DENZA Automobile's brand, using 4P marketing theory to develop targeted marketing strategies around four aspects: product, price, channel, and promotion, including clarifying product differentiation and constructing a three-dimensional product matrix, pricing to highlight product value and stabilize terminal prices, expanding sales channels and strengthening channel management, improving brand communication and optimizing service experience, and providing measures to ensure the execution of marketing strategies from the perspectives of marketing team management, information platform support, service optimization and improvement, and corporate culture construction. I hope that through this study, more new energy vehicle companies and even traditional fuel vehicle companies can recognize the importance of marketing management, guide their marketing practices, and lay a solid foundation for achieving sustainable and high-quality development. At the same time, it enriches the reference materials and data information for China's research in the field of new energy vehicles, providing theoretical reference and guidance for the formulation of marketing strategies for new energy vehicle companies.
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