1 摘要 葑全新能源公司三元锂电池产品营销策略研究 新能源已成为全球性能源结构的重要组成部分，开发利用新能源已成为世 界经济发展的大趋势。新能源的开发利用形式有很多，其中最为突显的是全球 各大汽车整车厂对于新能源汽车的研发与制造。中国更是由于大气环境的恶化 加快了中国政府扩大新能源汽车产业的决心，在相关政策和制度的有效驱动下 中国正在成长为世界第一的新能源汽车市场。快速扩张的电动汽车市场有可能 引发锂离子电池(LIB)的供应不足。电池企业的发展成为了稳定整个新能源电动 汽车市场的关键。 本文以葑全新能源公司为研究对象，结合营销理论对葑全新能源公司的营 销现状进行调查分析，明确其在目标市场分析不准、营销体系有待完善、产品 知名度尚待提升、产品差异化不明显等问题，并以新能源汽车的市场调查为切 入点进行宏观环境分析和微观环境分析，在宏观环境方面，了解到虽然现阶段 新能源汽车的购买补贴政策和制度正在退坡，但政府也在抓紧计划下一步的激 励政策，整体经济市场形势向好，只要新能源汽车在性能上能够得到保证，做 到优越于普通燃油汽车，以整体社会对新能源的认知度来看，越来越多的人会 选择购买新能源汽车，这给动力锂电池带来成本递减和技术提升压力的同时也 给其带来了具大的市场机会。在微观环境方面，从全球各地域到中国国内市场， 动力锂电池的竞争局势都非常的激烈，葑全公司三元锂电池产品强劲的竞争对 手众多，虽然葑全公司起步较晚，但其雄厚的核心技术团队和高品质的供应体 系给葑全公司以产品打天下的战略目标打下了坚实的基础。然后，进一步通过 SWOT 模型详细地梳理了葑全公司的竞争环境现状，确定了经济形势、市场需求和 消费者意识的提高为其外部竞争机会，结合产品、人员、供应资源以及地理环境方 面的内部优势，制定了符合葑全公司未来发展的 SO 战略。 摘要 2 最后，结合前面的分析内容描绘出葑全新能源公司的 STP 战略，基于市场 需求、政府扶持和自身技术等方面的利好因素，集中精力在动力锂电池市场上进 行差异化营销战略。在此战略目标上，为了解决葑全公司现阶段的营销问题， 应充 分利用核心团队的力量加快产品的研发与创新，不断提升产品和服务的质量来 增强客户的价值感知度的同时积极拓宽产品线，抢占中低端市场，并加快供应 渠道的现地化，通过与有力客户的战略合作创新三元锂电池产品的销售渠道为 进一步取得成本优势做努力，同时，通过为客户提供解决方案和积极参与环保 公益活动来加强体验营销和口碑营销。 通过以上研究可以得出，葑全公司以高品质的产品立足于中国动力锂电池 市场，结合目前的新能源汽车市场的良好经济发展趋势，在政府的支持政策下， 充分利用自身优势，以客户为导向发挥营销组合策略的积极作用来为三元锂电 池产品增值，为客户传递更多的价值，从而获得更多的销售额。本文期望能够 为葑全公司提供可靠的参考依据，并对锂电池行业今后的发展产生借鉴意义。 关键词：新能源，电动汽车市场，锂电池，营销策略 ABSTRACT 3 ABSTRACT Research on Marketing Strategy of LIB Products of the Fengchuen New Energy Company New energy has become an important part of the global energy structure. There are many forms of new energy development and utilization, among which the most prominent one is the R&D and manufacturing of new energy vehicles by major automobile manufacturers around the world. Moreover, due to the deterioration of the atmospheric environment, as accelerated the determination to expand the new energy vehicle industry. Driven by relevant policies and systems, China is growing into the world's first new energy vehicle market. The rapidly expanding market for electric vehicles threatens to lead to a shortage of lithium-ion batteries (LIB). The development of battery enterprises has become the key to stabilize the whole new energy electric vehicle market. Based on the FC new energy company as the research object, Firstly, this paper combined with marketing theory to the FC new energy company's marketing status investigation and analysis, founding that there are some disadvantages like its target market analysis is inaccurate, the marketing system needs to be improved, the product popularity needs to be improved, the product differentiation is not obvious and so on. Secondly, the paper carried out the new energy automobile market research for the aspects macro and micro environment.in terms of macro environment, realized that although at the present stage, the support from subsidy policy and system for purchasing the new energy vehicles is declining. but the government is to plan the next step of incentive policy, The overall economic market situation is getting better, as long as the new energy vehicles in performance can be ABSTRACT 4 guaranteed to be superior to ordinary fuel cars, Based on the positive attitude to the new energy, more and more people will choose to buy new energy cars, it brings not only the pressure on power lithium batteries cost decreasing and technology improved but also the big market opportunities. In terms of microcosmic environment, from the global geographic to China's domestic market, power lithium batteries are very fierce competition situation, FC company-wide ternary lithium battery products face many strong competitors, although the FC whole company started relatively late, but its strong core technology team and the supply of high quality system have laid a solid foundation for the FC company whose strategic goal is to win the world with its products. Thirdly, based on the SWOT model, this paper in detail further combed the FC status of all the company's competitive environment, determined the economic situation, the improvement of market demand and consumer awareness are their external competitive opportunities. Combining the resources of the product, personnel, supplies, and geographical environment on the internal advantage, SO strategy was put forwarded in line with the future development of the FC Company. Finally, combined with the previous analysis, the STP strategy of FC Company was described. Based on the market demand, government support and its own technology and other favorable factors, the company focused on differentiated marketing strategy in the power lithium battery market. Besides, in order to solve the marketing problems of the whole company at the present stage, it should make full use of the power of the core team to speed up product development and innovation, constantly improve the quality products and services to enhance the value of customer perception ,it also should expanding the product line to grabbing the low-end market, and accelerate the localization of supply channels, through the strategic cooperation with strong customer to make innovation on ternary lithium battery product sales channels to try for further acquisition cost advantage, at the ABSTRACT 5 same time, by providing customers with solutions and actively participate in environmental protection public welfare activities to strengthen the experience marketing and word of mouth marketing. Through the above study, it can be concluded that the FC Company based on power lithium battery market in China with high quality products combined with the current good economic development trend of new energy automobile market. Under the support of government policy, making full use of their own advantages, customer oriented play the positive role of marketing mix strategy for ternary lithium battery product value-added, and delivering more value for customers, in order to gain more sales. This paper is expected to provide reliable reference for the FC Company and provide reference for the future development of lithium battery industry. Keywords: New energy, Electric vehicle market, Lithium battery, Marketing strategy 目录 6 目 录 第 1 章 绪论 ................................................................................................ 1 1.1 研究背景与意义 .............................................. 1 1.2 研究方法与内容 .............................................. 2 1.3 理论基础与文献综述 .......................................... 3 第 2 章 葑全新能源公司三元锂电池产品营销现状及存在问题 ........................ 8 2.1 葑全新能源公司简介 .......................................... 8 2.2 葑全公司三元锂电池产品营销现状 .............................. 9 2.3 葑全新能源公司三元锂电池产品营销上存在的问题及成因分析 ..... 13 第 3 章 葑全新能源公司三元锂电池产品的营销环境分析 ............................. 17 3.1 宏观营销环境分析 .............................