國產新能源汽車的行銷策略淺析 —以D公司新能源汽車為例

Abstract

中國國產新能源汽車在經歷過去10多年發展的過程中，從市場的及其初級階段逐步成長為擁有約850萬台年銷售數量的巨大市場。目標是利用20年時間實現汽車行業的彎道超車，充分利用過去近40年中國汽車行業的積澱，利用巨大的消費市場孕育產業，巨大的工業配套能力加強產業，長時間的科技研發能力優化產業。時至今日，全球範圍內，中國的汽車產業尤其是新能源汽車產業在全球處於絕對領先地位。 作者對我國新能源汽車發展現狀進行分析，針對市場容量、政策以及行業現狀闡述了大市場環境。對品牌佈局、經銷網路佈局以及國產新能源汽車整體競爭分析闡述了企業面臨的競爭環境。強調新能源用戶運營和數位化行銷是國產新能源汽車行銷策略中的重要組成部分，是國產新能源汽車取得成功的關鍵。 本文以D公司新能源車為例，對公司在企業調研、佈局以及實施中碰到的問題加以分析，運用所學相關理論知識和分析方法，從行業角度研究和分析國產新能源車面臨的市場態勢，作者根據D公司業務發展不同階段、圍繞行銷策略的各個方面做出相應的分析，並提出策略建議，探討了國產新能源汽車行銷策略的關鍵步驟。 提出國產新能源汽車行銷建議方案，對於目標使用者、目標市場以及產品定義的方法和經驗以及走過的彎路進行總結，提出符合大多數國產新能源汽車企業可以參考的判斷邏輯和思路。建議對人才儲備、產能利用、創新和融合以及政策扶持等相關因素進行分析，確保步驟和因素的完整性。

In the past 10 years of development, Chinese new energy vehicles have gradually grown from the market and its initial stage to a huge market with about 8.5 million units of annual sales. The goal is to use 20 years to achieve the automobile industry curve overtaking, make full use of the past nearly 40 years of Chinese automobile industry accumulation, use the huge consumer market to breed industry, huge industrial supporting capacity to strengthen the industry, long-term scientific and technological research and development capacity to optimize the industry. Today, on a global scale, Chinese automobile industry, especially the new energy automobile industry, is in an absolute leading position in the world. The author analyzes the current situation of the development of new energy vehicles in China and expounds the large market environment according to the market capacity, policy and industry status. The brand layout, distribution network layout and the overall competition of domestic new energy vehicles are analyzed and expounded the competitive environment faced by enterprises. It is emphasized that the operation of new energy users and digital marketing are an important part of the marketing strategy of domestic new energy vehicles and the key to the success of domestic new energy vehicles. Taking D Company's new energy vehicles as an example, this paper analyzes the problems encountered by the company in enterprise research, layout and implementation, and applies relevant theoretical knowledge and analysis methods to study and analyze the market situation faced by domestic new energy vehicles from the perspective of the industry. The author makes corresponding analysis according to different stages of D company's business development and all aspects of marketing strategy. The key steps of marketing strategy for domestic new energy vehicles are discussed. Put forward the marketing proposals of domestic new energy vehicles, summarize the methods and experience of target users, target markets and product definition as well as the detoured roads, and put forward the judgment logic and ideas that can be referred to by most domestic new energy vehicle enterprises. It is suggested that relevant factors such as talent reserve, capacity utilization, innovation and integration, and policy support should be analyzed to ensure the integrity of steps and factors.