摘要
新能源汽车被普遍认为是未来汽车发展的方向，中国将新能源汽
车作为国家战略方向发展，各级政府先后出台了多项政策大力扶持新
能源汽车产业发展。一大批企业也看到了新能源的商机，纷纷进入到
新能源汽车行业，造车新势力们在营销策略上采取了很多创新性的举
措，让原有的汽车营销模式发生了许多变革。
在这些造车新势力中，W新能源汽车以其高端品牌定位，差异化
的营销传播和服务，独特的商业模式，在成立后的短短几年时间里取
得了较好的成绩，成为汽车行业的重点关注对象。本文以W新能源汽
车为研究对象，在研究过程中，首先采用数据分析，问卷调查等方法
收集整理W新能源汽车的相关信息，分析其营销现状及存在的问题。
其次使用PEST分析法、波特五力模型、SWOT分析法对W新能源汽车
的内外部营销环境进行分析研究。最后使用STP和营销6P理论，制
定营销策略优化方案。
通过研究发现，虽然W新能源汽车在营销策略创新上有很多可取
之处，但同样也存在一些问题，如产品布局不够合理、品牌传播过于
小众、渠道策略不够清晰、商业模式成本居高不下，致使其销量难有
大的突破，企业盈利能力差。本文结合相关营销理论分析后，提出针
对W新能源汽车的营销策略优化方案，如扩充产品型谱、实现整合营
销传播、开发综合销售门店、以超级充电站取代换电站等。
在国内汽车行业整体进入存量竞争和消费升级的大背景下，自主
品牌要实现高质量可持续发展，一方面要做品牌向上，一方面要积极
转型新能源，而W新能源汽车正好在这两方面都具有很好的代表作
用。在研究W新能源汽车的营销策略过程中，本文运用相关营销理论
系统性的分析W新能源汽车的营销创新举措，以帮助其进行优化改
进，为处在探索和发展过程中的新能源汽车营销提供参考，促进汽车
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行业的健康有序发展。
关键词：新能源汽车；营销策略；优化方案
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Abstract
New energy vehicles are widely believed to be the direction of
future automobile development. China takes new energy vehicles as the
national strategic direction of development. Governments at all levels
have issued a number of policies to support the development of new
energy automobile industry. A large number of enterprises also see the
business opportunities of new energy, have entered the new energy
vehicle industry. The new entrants have taken a lot of innovative
measures in the marketing strategy, so that the original car marketing
model has changed a lot.
Among these new forces in automobile manufacturing, W
Automobile has achieved good results in the past few years with its
high-end brand positioning, differentiated marketing communication and
service, and unique business model, and has become the focus of the auto
industry.This paper takes W New Energy Vehicle as the research object,
In the process of research, first of all, data analysis and Marketing
Research are used to collect and sort out the relevant information of W
new energy vehicles, and on this basis, the marketing status and existing
problems of W new energy vehicles are analyzed. Secondly, PEST
analysis, Porter's five Forces model and SWOT analysis are used to
analyze and study the marketing environment of W new energy vehicles.
Finally,STP theory and marketing 6P theory are used to develop
marketing strategy optimization scheme.
Through research found that, although W new energy vehicle has a
lot to learn from marketing strategy innovation,but there are also many
problems, such as the product layout is not reasonable enough, the brand
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。。。以下略