摘 要

随着能源的日益枯竭，环境污染不断加剧，新能源汽车是世界未来汽车行业发展的必然趋势。汽车行业面临新一轮的机遇与挑战，我国民族汽车厂商应该适应时代发展的潮流，在小轿车领域大力发展新能源小轿车。在能源枯竭以及环境污染日益严峻的今天，新能源小轿车己经成为今后消费者代步的一种重要选择，民族企业要想在新能源小轿车发展中站稳脚跟，营销推广就显得尤为重要，但是在当下新能源小轿车的营销推广中还存在着很多问题。新形势下，传统小轿车的营销策略并不能适应新能源小轿车的需要，在今后为了能够适应时代发展的要求就必须要不断加强对新能源小轿车营销战略的研究，只有这样才能够真正适应新能源小轿车营销推广的发展要求。
本文首先介绍了基本的营销理论，然后从实际情况出发来详细分析当前民族品牌新能源小轿车的行业现状以及发展历程，并运用SWOT分析详细分析其发展面临的外部机遇与挑战以及内部优势与劣势。再以比亚迪公司为例，，运用SWOT分析并结合当前营销环境，重点分析其营销策略存在的优点与不足。最后综合SWOT分析以及案例分析，结合4P营销理论，总结了合理有效的民族品牌新能源小轿车营销策略改进建议，帮助民族品牌新能源小轿车在小轿车市场中稳步发展。

关键词：民族品牌 新能源 营销策略

On National Brand Strategy of New Energy Coupe: Based on SWOT Analysis
ABSTRACT

With the depletion of energy sources and the continuous increase of environmental pollution, new energy vehicles are an inevitable trend for the development of the world's automotive industry in the future. The automotive industry is facing a new round of opportunities and challenges. China's national automobile manufacturers should adapt to the trend of the times and vigorously develop new energy vehicles. With the depletion of energy sources and increasingly severe environmental pollution, new energy vehicles have become an important choice in the future. If ethnic enterprises want to gain a foothold in the development of new energy vehicles, marketing promotion is particularly important, but there are still many problems in the marketing of new energy vehicles. Under the new situation, traditional marketing strategies have been severely challenged. In order to be able to adapt to the requirements of the development of the times in the future, it is necessary to continuously strengthen the research on the marketing strategy for new energy vehicles. Only in this way can we truly adapt to the development requirements of the actual situation.

This article first introduced the basic marketing theory, and then proceeded from the actual situation to analyze in detail the current national brand new energy vehicles industry status and development process, and use SWOT analysis to analyze in detail the external opportunities and challenges facing its development and internal advantages and disadvantages. Take BYD as an example again, using SWOT analysis and combining with the current marketing environment, focusing on analyzing the advantages and disadvantages of its marketing strategy. Finally, the comprehensive SWOT analysis and case analysis, combined with the 4P marketing theory, summed up a reasonable and effective national brand new energy car marketing strategy improvement suggestions to help the national brand new energy cars in the market to develop steadily.

Keywords: national brand ； new energy vehicle ： marketing strategy

目录

1.前言 6

1.1研究背景与目的 6

1.2文献回顾 6

1.3本文结构 8
2.新能源小轿车营销环境机会与威胁分析 8

2.1新能源小轿车的概念与分类 9

2.2我国新能源小轿车的发展概况 9

2.3机会分析 10

2.4威胁分析 11

3 民族品牌优势与劣势分析 13

3.1优势 13

3.2劣势 13

4 比亚迪品牌案例分析 15
4.1比亚迪品牌竞争地位 15

4.2产品策略 15

4.3价格策略 16

4.4营销沟通策略 16

4.5促销策略 17

4.6总结 18

5民族品牌营销策略改进建议 19

5.1产品策略 19

5.2价格策略 19

5.3营销沟通策略 20
5.4促销策略 20

结论 21

致谢 21

参考文献 22

1.前言

1.1研究背景与目的

在国民经济中，汽车行业一向是支柱性行业，汽车行业发展的好坏对国民经济有较为重大的影响。随着现代化进程的不断加快，人民生活水平不断提高，汽车己经成为现代社会不可或缺的产品。随着经济社会的快速发展，我国的汽车工业也从无到有，从简到盛，不断的发展。但与此同时我国石油资源形势日益紧张，环境不断恶化，石油所带来的负面影响越来越大。因为这些因素，在民用代步车即小轿车领域，发展新能源小轿车己经成为未来的不二选择。新能源小轿车也会逐步地代替传统小轿车成为汽车领域的主流，因此当前汽车行业面临新的机遇和挑战。随着各大厂商纷纷投入新能源小轿车的研究，新能源小轿车的市场竞争激烈程度也会不断增加，从营销模式上看，传统燃油小轿车的营销模式并不完全适用于新能源小轿车。所以在这样的背景下，加强对新能源小轿车营销策略的探讨与研究就显得尤为重要。

本文研究的主要目的，是通过对民族品牌新能源小轿车的发展现状和营销环境的具体分析，帮助民族品牌新能源小轿车制造企业制定合理并且有效的营销策略，从而在新能源小轿车的发展中谋得一席之地。