新能源汽车营销策略研究

毕业设计（论文）江铃集团新能源汽车营销策略研究学院（系）：专业班级：学生姓名：指导教师：2015年6月武汉理工大学毕业设计（论文）I摘要随着传统石油能源的不断枯竭，以及传统汽车排放的尾气对环境造成的极大影响，所以在全球范围内，绝大部分车企开始往新能源汽车方向研究开发，并不断向市场投放产品。然而一个产品投放到市场中不仅仅需要产品质量过硬，成功并且合适的营销策略也会让市场更好的接受我们所生产的产品。论文重点研究了江铃汽车集团新能源汽车的营销策略，首先阐述了国内外新能源汽车的研究进展；其次分析了江铃汽车集团的发展历程、产品谱系及营销重点；再次，论文运用SWOT和波特五力模型对江铃汽车集团开拓新能源汽车领域进行了分析；最后，运用4P理论制定了江铃新能源汽车的营销策略。研究表明：新能源汽车已进入市场化前夜，制约产业发展的瓶颈是电池技术及充电网络建设，江铃汽车集团的产品优势主要体现在轻型商用车领域，SUV系列乘用车产品也有待进一步拓展市场，因此，重点开拓新能源物流车、新能源SUV市场应是江铃集团新能源汽车的营销重点。论文特色：运用4p理论对江铃新能源汽车的产品、价格、渠道、促销四个方面进行阐述，提出了江铃新能源汽车在细分市场的营销策略。关键词：江铃新能源汽车；SWOT分析；4P营销理论；营销策略武汉理工大学毕业设计（论文）IIAbstractDuetothedepletionofconventionaloilsourceaswellastheenormousimpactoftraditionalautomobileexhaustemissionontheenvironment,agreatmajorityofautomotivecompaniesaroundtheworldturntoresearchanddevelopnewenergyvehiclesandconstantlyputnewproductsonmarket.However,marketingaproductnotonlyrequireshighqualityoftheproductbutappropriateandsuccessfulmarketingstrategieswhichwillrenderourproductsbetterbeaccepted.ThisthesisfocusesonresearchingtheJMCGroup’snewenergyvehiclesandanalyzingitsmarketingstrategies.Firstly,describingabasicknowledgeofthepresentnewenergyvehiclesbasedontheresearchesprogressbothathomeandabroad.Secondly,analyzethedevelopmentcourse,genealogyandmarketingfocusofJMC.Furthermore,analyzeJMCGroupwithSWOTandPorter’sFiveForcesModeltoacquiretherelatedinformationofJMC.Intheend,usethe4ptheorytodevelopthemarketingstrategy.Astudyshowsthatthecurrentdevelopmentofnewenergyvehicleshasbeenrelativelymaturedexceptthatthereisnoeffectivesolutionsfortheproblemofbatterytechnologyandcharging;themarketcompetitivenessofJMCstillhasmuchroomtoimproveforitsbrandawarenessisfocusedonthecommercialvehiclesandintheaspectofpassengercars,italsoneedtobeenhanced.SoJMCshouldfocusondevelopingnewenergylogisticsvehiclesandnewenergySUVmarket.Basedontheaboveanalysis,thisthesisputforwardthemarketingstrategiesofJMCinthesegmentmarketbyscientificallyusing4ptheorytoelaboratenewenergyvehicles’products,price,placeandpromotionofJMC.Keywords:JMC’snewenergyvehicles;SWOTanalysis;4Pmarketingtheory;marketingstrategy武汉理工大学毕业设计（论文）I目录摘要..........................................................................................................................................IAbstract...................................................................................................................................II第一章绪论...........................................................................................................................11.1论文研究的背景.......................................................................................................11.2论文研究的意义.......................................................................................................11.3论文研究的内容.......................................................................................................2第二章新能源汽车国内外发展现状...................................................................................32.1新能源汽车发展历程...............................................................................................32.2新能源汽车发展现状...............................................................................................3第三章江铃汽车概况...........................................................................................................73.1江铃汽车发展历程...................................................................................................73.2江铃新能源汽车发展现状.......................................................................................8第四章江铃汽车内外部竞争环境分析.............................................................................104.1江铃汽车波特五力模型分析.................................................................................104.1.1行业内现有竞争者的分析..........................................................................104.1.2供应商的议价能力......................................................................................114.1.3购买者议价能力..........................................................................................124.1.4新进入者的威胁..........................................................................................134.1.5替代品的威胁..............................................................................................144.2江铃汽车SWOT分析.............................................................................................144.2.1优势分析......................................................................................................154.2.2劣势分析......................................................................................................164.2.3机会分析......................................................................................................184.2.4威胁分析......................................................................................................19第五章江铃集团新能源汽车营销策略的制定.................................................................215.1产品策略.................................................................................................................215.2价格策略.....................................................