论我国新能源汽车在欧洲市场的前景及营销策略

景德镇陶瓷学院科技艺术学院本科生毕业论文题目：论我国新能源汽车在欧洲市场的前景及营销策略学号：201030336120姓名：袁远兰院系：法商系专业：10市场营销指导老师：胡颖完成日期：2012年11月24日I目录摘要...........................................................................................................................................................................II第1章我国新能源汽车市场发展现状及出口分析...............................................................................................11.1我国新能源汽车产业发展现状及制约因素..............................................................................................11.1.1我国新能源汽车产业发展现状........................................................................................................21.1.2制约我国新能源汽车产业发展的因素............................................................................................21.2我国新能源汽车出口分析及影响新能源汽车出口的因素......................................................................31.2.1我国新能源汽车出口的总体分析情况............................................................................................31.2.2影响我国新能源汽车出口的因素....................................................................................................3第2章我国新能源汽车出口欧洲市场的前景分析.................................................................................................52.1我国新能源汽车开发欧洲市场的意义.....................................................................................................52.2我国新能源汽车在欧洲市场的发展潜力..................................................................................................52.2.1Strength(优势)...................................................................................................................................62.2.2weakness（弱势）............................................................................................................................62.2.3opportunity（机遇）.........................................................................................................................72.2.4threat（威胁）..................................................................................................................................7第3章开发欧洲市场的国际营销策略..................................................................................................................83.1产品策略.....................................................................................................................................................83.1.1产品出口策略...................................................................................................................................83.1.2产品开发策略...................................................................................................................................83.2价格策略.....................................................................................................................................................93.3人才策略.....................................................................................................................................................93.4售后服务.....................................................................................................................................................9参考文献..................................................................................................................................................................11II摘要2009年哥本哈根气候大会对各国汽车的排放标准提出了更高的要求，而国际金融危机的爆发更使得我国传统汽车出口进一步下滑，国际汽车巨大的市场需求与严峻的能源和环境形势要求我国汽车出口向节能环保方向转型。本文从我国新能源汽车发展现状出发，通过评估欧洲市场环境，深入分析我国新能源汽车在欧洲市场的发展前景，进而提出相关营销策略，为我国汽车工业实现“跨越式”发展提供参考。本文的核心观点是，我国新能源汽车得到政府大力支持，技术自主创新能力不断增强，环保标准逐渐符合国际市场要求，同时欧洲市场对环保型汽车需求巨大，因而我国新能源汽车量产上市后能够在欧洲市场获取一定市场份额。关键词：新能源汽车欧洲市场前景营销策略ABSTRACTIn2009,theCopenhagenclimateconferencesetforthahigherrequirementonthestandardofvehicleemissionsfromeachcountries.Theoutbreakofinternationalfinancialcrisis,inourcountry,evenledtoafurtherslipperytowardsonthetraditionalautomotiveexport.Asforourcountry'sautomotiveexport,boththehugeworld-widemarketingdemandforvehiclesandtheseveresituationinthefieldsofenergywithenvironmentrequireatransitiontoenergy-saving,environmentaldirection.ThisarticleisbasedonofthedevelopmentofnewenergyvehiclesinChinabyevaluatingtheEuropeanmarketingenvironment,thenhaveadeepanalysisonthedevelopmentalprospectofournewenergyautomobilesexportingtoEuropeanmarket.Furthermore,itraisesrelevantmarketingstrategy,andprovidesreferenceaimingtoachieveleapfrogdevelopmentofourcountry'sautomotiveindustry.Thecoreconceptofthisarticleis,ourcountry'snewenergyautomobileshavegotthegreatsupportfromthegovernment.Independentinnovationoftechnologystrengthenedcontinuously,environmentalstandardgraduallymetwiththeinternationalmarketingrequirement.Atthesametime,Europeanmarkethaveanenormousdemandforenvironmentalvehicles,asaresult,afterourcountry'snewenergyautomobileswereonthemarket,theywouldabletoreceiveacertainmarketingquotaontheEuropeanmarket.Keywords:NewEnergyVehiclesEuropeanMarketProsPectsMarketingStrategy1论我国新能源汽车在欧洲市场的前景及营销策略改革开放以来，随着我国经济的高速发展，人民生活水平不断提高，越来越多的人希望拥有属于自己的汽车，汽车行业的发展突飞猛进，2008年已经成为全球第二大的汽车消费市场和第二大制造基地。我国汽车的出口也日益呈现迅猛势头。然而，每年的汽车消耗成品油占全国总消耗量的60%，同时汽车排放的尾气造成的环境污染也日益严重。2009年12月份哥本哈根召开的