随着经济高速发展，家用汽车进入千家万户成为人们出行的代步工具，但汽车尾气 造成的大气污染和石化能源短缺问题在近年来受到越来越多的关注，新能源汽车应运而 生，与此同时，我国政府出台了一系列政策以鼓励和推动新能源汽车发展，新能源汽车 真正进入人们的生活。 本文采用理论联合实际的研究方法，以 A 公司新能源汽车为研究对象。首先从 A 公司新能源汽车在国内市场的销售现状着手，发现其存在产品线单一、价格过高等问题， 其次通过对新能源汽车宏观、微观环境分析和 SWOT 分析，得出 A 公司应选择 SO 战 略并大力开发新的新能源汽车产品，不断完善售后服务体系，再结合 A 公司新能源汽车 的 STP 战略分析以及 6P 营销组合策略，针对性地提出 A 公司新能源汽车国内营销策 略在产品、渠道、价格、促销、公共关系和政治权利六方面的优化建议。最后，从人力 资源、组织与营销制度等方面提出 A 公司新能源汽车营销策略实施保障。 本文通过对 A 公司新能源汽车营销策略的研究，使其在未来的中国新能源汽车市场 角逐中取得竞争优势，并从中发现一些可供中国新能源汽车企业借鉴的地方，从而促进 国内新能源汽车的壮大，为新能源汽车占据汽车市场提供支持。 关 键 词：新能源汽车；市场营销；策略 研究类型：应用研究Subject ：Research on Marketing Strategy of New Energy Automobile in A Company Specialty ：Master of Business Administration Name ：Qin Juan （Signature） Instructor：Liu Fumin （Signature） ABSTRACT With the rapid development of economy, the entry of domestic cars into thousands of households has become a tool for people to travel. However, the air pollution caused by automobile exhaust and the shortage of petrochemical energy have been paid more and more attention in recent years. New energy vehicles came into being, at the same time, our government issued a series of policies to encourage and promote the development of new energy vehicles, new energy vehicles really enter people's lives. In this paper, a new energy vehicle of Company A is studied by means of theory and practice. First of all, from the sales situation of A company's new energy vehicle in the domestic market, it is found that the product line is single, the price is too high and so on. Secondly, through the macro-and micro-environment analysis and SWOT analysis of the new-energy automobile, It is concluded that Company A should choose SO strategy and vigorously develop new energy vehicle products, continuously improve after-sales service system, and combine with STP strategic analysis and 6p marketing mix strategy of A Company's new energy vehicle. Put forward the domestic marketing strategy of A company's new energy automobile in the product, the channel, and so on. Price, promotion, public relations and political rights six aspects of optimization recommendations. Finally, from the aspects of human resources, organization and marketing system, this paper puts forward the guarantee ofACompany's new energy automobile marketing strategy. Through the research on the marketing strategy of A company's new energy automobile, this paper makes it gain competitive advantage in the future competition of China's new energy automobile market, and finds out some places that can be used for reference by Chinese new energy automobile enterprises. In order to promote the growth of domestic new energy vehicles, new energy vehicles occupy a largerautomotive market to provide strategic support.Key words: New Energy vehicle; Marketing; Strategy Thesis：Application Research目录 I 目录 1 绪论..........................................................................................................................................1 1.1 研究背景 ....................................................................................................................1 1.2 研究意义 ...................................................................................................................2 1.3 国内外研究现状...........................................................................................................2 1.3.1 国外研究现状......................................................................................................2 1.3.2 国内研究现状.....................................................................................................3 1.3.3 文献评述..............................................................................................................5 1.4 研究内容与方法...........................................................................................................6 1.4.1 研究内容..............................................................................................................6 1.4.2 研究方法.............................................................................................................6 1.4.3 研究技术路线......................................................................................................7 2 新能源汽车营销理论概述.....................................................................................................8 2.1 新能源汽车相关概念...................................................................................................8 2.2 市场营销相关理论........................................................................................................9 2.2.1 消费者行为理论..................................................................................................9 2.2.2 STP 理论..............................................................................................................9 2.2.3 6P 营销理论 .................................................................................................. 10 2.2.4 4C 营销理论 ..................................................................................................11 2.2.5 4V 营销理论 ..................................................................................................11 3A 公司新能源汽车市场营销现状及存在的问题................................................................13 3.1 新能源汽车国内外发展现状......................................................................................13 3.1.1 国外发展现状...................................................................................................13 3.1.2 国内发展现状...................................................................................................13 3.2A 公司新能源汽车市场营销现状..............................................................................15 3.2.1 销售情况 .......................................................................................................15 3.2.2 营销策略分析...................................................................................................16 3.3A 公司新能源汽车营销策略存在问题......................................................................20 4A 公司新能源汽车市场营销环境分析................................................................................23 4.1 基于 PEST 的宏观环境分析...................................................................................... 23 4.1.1 政策环境分析...................................................................................................23 4.1.2 经济环境分析...................................................................................................25目录 II 4.1.3 社会环境分析...................................................................................................27 4.1.4 技术环境分析....................................................................................................28 4.2 微观环境分析.............................................................................................................29 4.2.1 企业内部环境分析...........................................................................................29 4.2.2 供应商分析.......................................................................................................31 4.2.3 竞争者分析.......................................................................................................31 4.2.4 消费者分析.......................................................................................................34 4.2.5 电商平台中介分析............................................................................................34 4.3A 公司新能源汽车产品 SWOT 分析.......................................................................34 4.3.1 优势分析...........................................................................................................34 4.3.2 劣势分析...........................................................................................................35 4.3.3 机会分析...........................................................................................................35 4.3.4 风险分析...........................................................................................................36 5A 公司新能源汽车营销策略制定........................................................................................38 5.1 新能源汽车市场细分.................................................................................................40 5.1.1 按照市场需求的差异性进行细分...................................................................40 5.1.2 按照汽车尺寸与排量进行细分.......................................................................41 5.1.3 按照车身结构进行细分...................................................................................41 5.2 目标市场选择..............................................................................................................42 5.2.1 产品布局............................................................................................................42 5.2.2 目标市场细分...................................................................................................43 5.2.3 目标客户选择...................................................................................................43 5.3 市场营销策略制定......................................................................................................43 5.3.1 产品策略............................................................................................................43 5.3.2 渠道策略............................................................................................................45 5.3.3 价格策略............................................................................................................46 5.3.4 促销策略............................................................................................................47 5.3.5 公共关系策略....................................................................................................48 5.3.6 政治权力策略....................................................................................................49 6A 公司新能源汽车营销策略实施保障................................................................................50 6.1 人力资源保障.............................................................................................................50 6.2 组织保障.....................................................................................................................50 6.3 营销制度保障.............................................................................................................51 6.3.1 绩效管理体系构建............................................................................................51目录 III 6.3.2 培训体系构建....................................................................................................52 6.3.3 树立全员营销意识............................................................................................52 7 研究结论与展望...................................................................................................................54 7.1 研究结论......................................................................................................................54 7.2 研究展望.....................................................................................................................54 致 谢.........................................................................................................................................55