FC公司新能源汽车营销策略研究

发布时间：2018-02-01 02:31

本文关键词： 新能源新能源汽车纯电动A级车 6P营销理论汽车营销策略　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：汽车产业是我国支撑和拉动经济持续快速增长的主导产业之一。随着我国汽车产业规模的快速增长,中国汽车工业在国际上的地位产生了实质性的提升,成为世界汽车工业的重要组成部分。21世纪初期我国新能源汽车产业刚刚起步。2015年10月,工信部正式发布《中国制造2025》,新能源汽车产业未来十年发展路线图已经绘就。2016年新能源汽车产销量分别达到51.7万辆和50.7万辆,比上年同期增长幅度达到51.7%和53%,呈现几何级爆发式增长态势。我国自主品牌在这个领域存在很多领先的机遇,在国务院常务会议确定的一系列支持新能源汽车发展的措施,工信部及政府给出多项政策红利大背景之下,新能源汽车公司要应对新能源汽车市场快速发展,实现企业战略升级,极大提高新能源汽车技术水平。本文首先描述了新能源汽车产业发展情况,通过对新能源汽车的国内外发展现状进行剖析,得出目前新能源汽车产业的发展前景,阐释本文选题的背景及重要意义。然后结合6P营销理论,通过对FC公司新能源汽车目前的营销策略进行分析,发现FC公司新能源汽车营销策略存在的问题,为制定相应战略对策提供依据。为深入分析新能源目标客户的群体特征及产品需求,本文结合了FC公司与中国汽车技术研究中心合作开展的大型新能源调研项目,对全国六大城市3496名新能源现有及潜在消费者使用定量问卷及定性小组座谈会形式进行调研,为FC公司制定营销策略提供精准依据支撑。通过分析总结掌握了FC公司营销策略存在的问题之后,综合FC公司SWOT分析结果以及消费者需求调研结果,结合6P营销理论,对FC公司的产品策略、价格策略、渠道策略、促销策略、公共关系策略、政治权力策略进行重新规划,提出FC公司新能源汽车整体营销策略方案。产品策略上,提出开发纯电动A级轿车的方案;价格策略上,提出“裸车销售,电池租赁”模式,有效解决了用户对新能源汽车电池的产品痛点,亦可解决其不具备电池核心技术能力的问题,降低了企业的生产制造成本,渠道策略上,创新性的提出“星火店”模式,拓展FC公司在新能源汽车重点示范城市的经销网络;促销策略上,提出碎片化精准营销策略,强化市场传播效果,为公司达成销量目标提供保障;公共关系策略上,规划重建品牌思路,打造粉丝文化的口碑营销策略;政治权力策略上,提出四步走发展战略。最后为顺利实施FC公司的新能源汽车营销策略,对人力资源保障、组织机构保障、营销制度保障三个方面规划FC公司新能源汽车营销策略实施保障。新能源汽车产业属于新兴产业,新增了电池、电动机、电控系统等重要的产业环节,涉及的产业环节较多。企业要梳理好自身的产业链关系,全面分析各细分领域的发展现状,大力推动新能源汽车技术变革,开展创新技术研究,为新能源汽车产业成为我国战略性新兴产业奠定基础,真正实现新能源汽车自主品牌的腾飞。
[Abstract]:The automotive industry is one of China's leading industries support and stimulate sustained and rapid economic growth. With the rapid growth of the scale of China's automobile industry, the status of China automobile industry in the world had a substantial increase, become the world automobile industry is an important part of the.21 century China's new energy automotive industry has just started.2015 in October, the Ministry released a "Chinese manufacturing route 2025>, the next ten years of development of new energy automotive industry map has been drawn on the.2016 new energy automobile production and sales reached 517 thousand vehicles and 507 thousand, year-on-year growth rate reached 51.7% and 53%, exponentially explosive growth. In China there are many leading brands the opportunities in this area, the State Council executive meeting to determine a series of measures to support the development of new energy vehicles, the Ministry of industry and the government gives a number of policy dividends in the background Under the new energy automobile company to cope with the rapid development of new energy vehicle market, realize the strategic upgrade, greatly improve the technical level of new energy vehicles. This paper first describes the development of new energy automotive industry, analyzes the development status of new energy vehicles at home and abroad, the development prospects of new energy automotive industry at present, and important the explanation of the meaning of the background. Then combined with 6P marketing theory, based on the FC company of new energy vehicles, the current marketing strategy analysis, we found that there is FC company's new energy automobile marketing strategy problems, provide the basis for making corresponding strategies. For in-depth analysis of population characteristics and requirements of new energy products target customers, according to the FC company and Chinese Automotive Technology Research Center to carry out large-scale new energy cooperation project, the country's six largest city 3496 existing and potential new energy In consumer use quantitative and qualitative questionnaire panel form research, provide accurate basis for FC company to develop marketing strategies. By analyzing the existing master marketing strategy of FC company, FC company SWOT analysis and consumer demand research results, combined with the marketing theory of 6P, the FC company's product strategy. Price strategy, channel strategy, promotion strategy, public relations strategy, political power strategy of re planning, put forward the overall marketing strategy of FC company. The new energy automotive product strategy, put forward the development of pure electric cars a plan; the price strategy, put forward the "naked car sales, battery leasing mode, effectively solve the products of pain the point on the new energy automotive battery users, can solve the battery does not have the core technology capacity, reduce production cost, channel strategy, innovation The new "spark store" model, expand the FC company in the city key demonstration of new energy vehicles distribution network; promotion strategy, put forward the fragmentation of precision marketing strategies, strengthen market communication effect, to provide protection for the company to reach the sales target; public relations strategy, planning to rebuild the brand idea, build word-of-mouth marketing strategy fans culture political power; strategy, put forward four step development strategy. Finally, for the smooth implementation of the new energy automotive marketing strategy of FC company, the human resource guarantee, organization guarantee, system guarantee three aspects of marketing planning of FC company new energy automobile marketing strategy implementation. The new energy automotive industry is an emerging industry, new battery, motor, electric control system and other important aspects of the industry, many industry sectors involved. Enterprises should sort out industry chain itself, a comprehensive analysis of the various segments of the hair We will vigorously promote the technological transformation of new energy vehicles and carry out innovative technology research, laying the foundation for the new energy automotive industry to become China's strategic emerging industry, and truly achieve the upgrading of new energy vehicle's own brand.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F274

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