电动自行车营销策略essay,代写essay论文

电动自行车营销策略essay:从中国销售到澳大利亚

进入市场—Entry to the Market

电动自行车在市场上打广告,重要的是要利用electricity-run自行车的使用意义和使用电动自行车在当前经济形势和环境的影响力。由于全球石油价格增加的问题，为产品做广告时应该控制好运输费用。此外,温室效应和全球变暖现象等相关问题，这也是登广告时要解决的问题。(Novey,2007)利用电动自行车作为一种交通工具也有利于一个人的健康,有助于健身,和改变生活方式。(EV World,2005)

考虑到这一点,广告策略应重申电动自行车对经济的重要性。广告口号和活动应该解决经济问题,在购买汽车使用的石油和使用电动自行车的日常花费作为一个比较项目，它还应该包含清洁和环保减少空气污染的概念,空气污染会破坏环境,导致无法控制气候全球变化，如大气变暖。在广告内容中,口号和宣传应该说明电动自行车对一个人健康以及对休闲和娱乐方式的影响。

电动自行车—Electric Bicycles

Selling Electric Bicycles from China to Australia

进入市场—Entry to the Market

To advertise electric bicycles in the market, it is important to tap into the significance of using electricity-run bicycles and the implications of using electric bicycles to current economic situations and environmental conditions. Advertising should be framed within the context of cheaper transportation expenses due to the global problem of increasing oil prices. Moreover, the greenhouse effect phenomenon and global warming are also relevant issues that advertising should address. (Novey, 2007) Utilizing electric bicycles as a means of transportation is also advantageous to an individual's health, fitness, and lifestyle. (EV World, 2005)

With this in mind, advertising strategies should reiterate the importance of electric bicycles to the economy. Advertising slogans and campaigns should address economic problems, and compare daily expenses when it comes to purchasing oil for cars and utilizing electric bicycles as an option. It should also incorporate the concept of going clean and green lessening air pollutants that damage the environment and cause uncontrollable global changes such as the warming of the atmosphere. On the lighter side of advertising content, slogans and campaigns should illustrate the impact of electric bicycles to an individual's health as well as its contribution to leisure and entertainment.

Advertising should be massive, reaching out to diverse populations (Shah, 2008) such as families (advertising cycling as a means of family bonding and entertainment while at the same time producing a health family life and environment), business men (advertising cycling as cutting down oil expenses and practicing corporate responsibility of an organization), young population (advertising cycling as a means of leisure and adventure, and also integrating young and hip designs for electric bicycles that would appeal to the target population), etc. Massive advertising should employ a variety of techniques and media in marketing, such as ads in the newspaper, magazines with the incorporation of graphic materials and attractive phrases for slogans or headings (eHow, 2008), radio and television advertisements, promotional activities with exhibits in populous places such as shopping malls, implementing introductory prices and unique items or limited edition items, and also through online advertising.

竞争者—Competitors

Competitors in the Australian Market are plenty. There are established electric vehicle industries that have been operating for a long time that penetrating the Australian market seems impossible. Australian Electric Vehicles offer a variety of transport goods that are run by electricity including bicycles. The company has been operating for more than twenty five years in the transportation industry. (AEV, 2008) The Electric Bicycle Co. is another Australian-based company that manufactures and sells electric bicycles. (The Electric Bicycle Co., 2007) These companies are just two of the many companies that heighten competition in the electric bicycle industry.

In order to compete with established electric vehicle companies in Australia, a distinguishing factor that would increase chances to compete in the industry is through the lowered prices of electric bicycles manufactured in China. Although operating cost is extremely low, it does not neglect quality and design. It is identified that operating cost is less expensive because of cheaper labor cost operated by trained and skilled laborers in the field. High population of trained and skilled workers in China result to faster output production therefore allowing speedy transport and delivery to Australia. (Wikinvest, 2008)

交货—Delivery

Warehousing is one excellent way for fast transaction and delivery to consumers. The concept of warehousing is to situate a building in Australia where shipment will be stored for electric bicycles. Orders from consumers from the exhibit, flyers, catalog, or online list of electric bicycles will be delivered immediately from the warehouse after closing a transaction. Shipments from China will be done on a regular basis based on volume, line of design, etc. Partnership with cargo ship companies will allows fast and efficient transport of goods from China to an Australian-based warehouse. Special or custom-made orders will be directly communicated to China. Customers in Australia may also purchase directly from stores or ask for home delivery.

参考文献—References

AEV. (2008). Australian Electric Vehicles. 

The Electric Bicycle Co. (2007). The Electric Bicycle Co. 

EV World. (2005). Can You Really Exercise on an Electric Bicycle? 

Novey, J. (2007). The Case for Electric Bicycles. 

Shah, A. (2008). Media and Advertising. 

Wikinvest. (2008). Outsourcing to China.