比亚迪新能源汽车营销战略研究分析

比亚迪新能源汽车营销战略研究分析

Research Analysis of BYD New Energy Vehicles

Marketing Strategy

摘 要

近年来，环境污染和石油资源的日益枯竭使得人类对传统汽车的质疑越来越强烈，为此清洁环保的新能源汽车成为各大汽车企业乃至各国关注的焦点。在日渐成熟的新能源汽车消费市场上，各方力量对此角逐越来越激烈。在这样的环境下，正确把握中国新能源汽车消费者行为特征与规律，对中国新能源汽车企业在产品开发设计、产品的定位及定价等市场营销策略制定上具备一定的现实指导意义。

本文首先介绍了新能源汽车的概念及发展现状，然后介绍国内外新能源汽车市场发展现状、竞争环境。了解新能源汽车市场的挑战和困境，并且以比亚迪新能源汽车市场营销战略作为研究对象，了解国内外新能源汽车市场的竞争环境，消费需求等因素，并且深入研究比亚迪新能源汽车市场的竞争环境，营销战略，然后提出了一些比亚迪新能源汽车市场发展中所面临的问题。最后通过所学知识，分析比亚迪新能源汽车市场所面对的问题的原因，并针对比亚迪新能源汽车市场发展中面临的问题提出相关解决建议。

通过以上做法，希望所提出的解决建议会对中国新能源汽车市场的发展起到积极作用，使中国的新能源汽车市场发展逐步缩小与世界新能源汽车市场的差距，并且使中国新能源汽车健康有序发展，发展出有中国自身特色的新能源汽车新市场。

关键词：比亚迪；新能源汽车；市场竞争；营销战略

I

Abstract

In recent years, environmental pollution and oil resource exhausting makes human on the traditional car question is more and more intense, for this new energy vehicles clean environmental protection becomes each big auto enterprise and the focus of attention of the countries. In the new energy vehicles to mature consumer market, all parties to this more and more fierce competition strength. In such an environment, China's new energy vehicles correct understanding of consumer behavior characteristic and law of China's new energy vehicles enterprise in product development and design, product positioning, pricing, etc market marketing strategy formulation on have a certain instructive significance.

This paper first introduces the concept of new energy vehicles and current situation of the development, and then introduced the domestic and foreign new energy vehicle market development present situation, the competitive environment. Understand the new energy vehicles to the challenge of the market and difficulties, and new energy vehicle interface with byd marketing strategy as the research object, the new energy vehicles at home and abroad about the market competition environment, consumer demand factors, and further research new energy vehicle market BYD competition environment, marketing strategy, and then puts forward some new energy vehicle market BYD the problems in the development. Finally through the knowledge, new energy vehicle market analysis BYD face the cause of the problem, and in the light of new energy vehicle market development BYD the problems facing the put forward relevant Suggestions to solve.

Through the above practices, hope the proposed solutions to China's new energy vehicles will be played a positive role in the development of the market, China's new energy vehicle market development gradually narrowing and the world new energy vehicle market gap, and China's new energy vehicles the healthy and orderly development of the development with Chinese characteristic of oneself a new energy vehicles new market.

Key words：BYD；New energy car；Market competition；Marketing strategy

II

目 录

摘 要.............................................................................................................................I Abstract ......................................................................................................................... II 前 言............................................................................................................................ 4 一、新能源汽车概念及发展背景................................................................................ 5

（一）新能源汽车概念......................................................................................... 5 （二）新能源汽车发展的背景............................................................................. 5 （三）在中国发展新能源汽车的意义................................................................. 6 二、比亚迪新能源汽车市场竞争环境分析................................................................ 7

（一）新能源汽车市场发展现状......................................................................... 7

1、中国新能源汽车市场现状........................................................................ 7 2、国外新能源汽车市场现状........................................................................ 8 （二）新能源汽车市场面临困境和政府导向策略........................................... 10 三、比亚迪新能源汽车营销战略分析...................................................................... 13

（一）比亚迪新能源汽车市场战略分析........................................................... 13 （二）比亚迪新能源汽车制定营销战略方法................................................... 15 （三）比亚迪新能源汽车市场存在问题........................................................... 16 四、针对比亚迪新能源汽车市场发展提出相关建议.............................................. 19

（一）加大新能源汽车消费者认知................................................................... 19 （二）促使新能源汽车产品多样化................................................................... 20 （三）加大政策补贴力度，降低消费成本....................................................... 21 （四）完善配套设施及售后服务....................................................................... 21 结束语.......................................................................................................................... 22 参考文献.................................................................................................... …… 此处隐藏：4652字，全部文档内容请下载后查看。喜欢就下载吧 ……