电动汽车营销研究

哈尔滨理工大学学士学位论文-I-电动汽车营销研究摘要近年来，随着中国的汽车制造业以及消费市场高速成长，汽车产业与我国的经济、社会、乃至文化生活发生了密不可分的联系，而且将在未来相当长的时期内引发更为深远的影响。国外媒体甚至用“车载中国”来形容中国汽车产业与中国经济发展的紧密关系。然而，近几年国际金融危机、油价大幅度震荡和我国面临的日益严峻的节能减排压力，使我国传统汽车工业遭遇到了发展瓶颈。因而，我国汽车产业逐渐进入了新能源转型时期，发展电动汽车成为实现交通新能源转型的技术路线，我国的电动汽车产业逐渐地进入了快速发展新阶段。我国政府相继颁布了电动汽车发展战略国家规划，为电动汽车产业发展指明了前进方向；此外，政府还对电动汽车加大了支持力度。本文详细分析了国内电动汽车行业现状与问题，并进行了市场营销环境分析，首先利用PEST分析方法分析了电动汽车行业的国内外宏观市场营销环境；然后从微观营销环境进行深度剖析；最后利用swot分析法分析了电动汽车所面临的行业环境。本文分别选择了比亚迪、宇通客车企业为案例进行分析，这两家企业分别代表着家用电动汽车企业、电动大巴整车制造企业，进而实际分析了电动汽车实际面临市场情况和行业环境。文章通过STP目标市场营销战略分析，进行细分市场、目标市场选择、产品定位等确定电动汽车“以公共汽车领域为主，私人汽车领域为辅”的营销目标；并通过产品策略、价格策略、渠道策略、促销策略为电动汽车行业的快速发展提供营销策略；最后文章从提供强化质量管理理念、打造与销售策略相吻合的企业文化、改善人力资源管理、稳中改进电动汽车公司服务等四个方面提出了解决方案，以保证营销目标的顺利实现。关键词电动汽车；现状与问题；市场营销环境分析；营销策略哈尔滨理工大学学士学位论文-II-TheelectriccarmarketingresearchAbstractInrecentyears,asChina'sautomanufacturingandthefastdevelopmentoftheconsumermarket,theautomobileindustryandChina'seconomic,social,andculturallifeoftheinseparablelinks,andwillcauseforalongtimeinthefutureevenmorefar-reachingconsequences.ForeignmediaevenusecarChinatodescribeChina'sautomobileindustrycloselyrelationshipwithChina'seconomicdevelopment.Inrecentyears,however,theinternationalfinancialcrisis,oilpriceshighervolatilityandfacemountingpressureenergysavingandemissionreductioninourcountry,thetraditionalautoindustryinChinaencountereddevelopmentbottleneck.Therefore,ourcountryautomobileindustrygraduallyintothenewenergytransformationperiod,thedevelopmentofelectriccarsbecomeatechnicalroutefortrafficnewenergytransformation,ourcountry'selectriccarindustryhasenteredanewstageandrapiddevelopmentgradually.Ourgovernmentsuccessivelypromulgatedthenationalelectricvehicledevelopmentstrategyplanning,pointedoutthedirectionoftheelectriccarindustrydevelopment;Inaddition,thegovernmenthasincreasedsupportforelectriccar.Thispaperanalyzesthedomesticelectriccarindustrypresentsituationandproblems,andanalyzedthemarketingenvironment,theelectriccarindustryisfirstlyanalyzedusingPESTanalysismethodofmacromarketingenvironmentathomeandabroad.Thenfromthemicromarketingenvironmentin-depthanalysis;Finallyusingtheswotanalysisoftheenvironmentfacedbyelectriccarindustry.Thispaperchosethebyd,yutongbuscompanyasacaseanalysis,thetwocompaniesrespectivelyrepresentthehouseholdelectriccars,electricbusvehiclemanufacturingenterprises,andtheactualanalysisoftheelectriccar哈尔滨理工大学学士学位论文-III-actuallyfacingthemarketsituationandenvironmentoftheindustry.Inthispaper,throughtheSTPtargetmarketmarketingstrategyanalysis,marketsegment,targetmarketselection,productpositioningtodeterminetheelectriccarisgivenprioritytowithfieldbus,privatecarsiscomplementarymarketinggoals.Andthroughtheproductstrategy,pricestrategy,channelstrategy,promotionstrategyfortherapiddevelopmentoftheelectriccarindustrymarketingstrategy;Finallythispaperprovidesstrengtheningqualitymanagementconcept,buildinconformitywiththesalesstrategyoftheenterpriseculture,improvehumanresourcesmanagement,steadyimprovementintheelectriccarcompanyserviceandsoonfouraspectsproposedthesolution,toensurethesmoothrealizationofthegoalofmarketing.KeywordsTheelectriccar；Currentsituationandproblems；Marketmarketingenvironmentanalysis；Themarketingstrategy哈尔滨理工大学学士学位论文-IV-目录摘要......................................................................................................................IAbstract...............................................................................................................II第1章绪论........................................................................................................11.1论文研究的背景.......................................................................................11.2论文研究意义...........................................................................................11.3论文的主要内容与论文框架...................................................................21.3.1论文主要内容....................................................................................21.3.2论文框架..........................................................................................3第2章电动汽车营销现状及存在问题............................................................42.1电动汽车简介...........................................................................................42.1.1电动汽车发展历程............................................................................42.1.2电动汽车产品简介............................................................................52.2电动汽车营销现状及存在问题...............................................................62.2.1电动汽车营销现状............................................................................62.2.2电动汽车营销存在的问题................................................................7第3章电动汽车市场营销环境分析................................................................83.1PEST分析..................................................................................................83.1.1政治法律环境分析............................................................................83.1.2经济环境分析....................................................................................93.1.3社会文化环境分析....