腾势新能源汽车在华营销策略研究

发布时间：2018-06-02 09:03

本文选题：新能源汽车 + 营销策略　；参考：《江西财经大学》2017年硕士论文

【摘要】：二十一世纪以来,随着新能源汽车产业在全球范围内快速发展,世界各大汽车品牌陆续进入新能源汽车领域,对新能源汽车的营销策略研究也成为目前的一个研究热点。2010年,为专注于新能源汽车技术的研发,我国电池电力驱动技术的领军企业比亚迪与在世界汽车史上具有举足轻重作用的全球豪车制造巨头德国戴姆勒集团联合出资设立深圳腾势新能源汽车有限公司,随后推出国内首个专注新能源领域的汽车品牌,即DENZA腾势。然而,就是这样一个“含着金钥匙出生”的合资品牌,从其销售数据来看,在其产品亮相之后的两年时间里,一直没有赢得消费者的青睐。着眼当下,随着丰田、奔驰、宝马等中高端汽车品牌相继进入新能源汽车市场,腾势接下来如何在我国快速建立起品牌效应、如何抵御进口豪华电动车的打压、如何弥补政策补贴滑坡引起的销量下降趋势,都是腾势亟待解决的现实问题。为此,本文采用理论联合实际的研究方法,以腾势品牌新能源汽车为研究对象,从腾势汽车在国内市场的销售现状着手,针对腾势新能源汽车在国内的宏微观营销环境进行分析,结合腾势新能源汽车的STP战略分析,最后通过4P营销组合策略,针对性地提出腾势品牌新能源汽车在国内营销策略的优化建议。目前,国内新能源汽车市场主打中低端路线,主要以中低端产品为主,然而整个新能源产业的发展必然会使得新能源汽车技术不断提升,由此,定位于中高端品牌的腾势在国内的发展经验对国内各品牌汽车在未来的发展过程中具有一定的学习借鉴意义。因此,本文希望通过对腾势品牌汽车营销策略的研究发现一些可供中国汽车企业借鉴的地方,使其在未来的中国新能源汽车市场角逐中取得竞争优势。
[Abstract]:Since the 21 century, with the rapid development of the new energy automobile industry in the global scope, the major automobile brands in the world have entered the field of new energy automobile one after another, and the research on the marketing strategy of the new energy automobile has become a research hotspot at present. To focus on the development of new energy vehicle technology, BYD, the leader in battery power drive technology in China, and Daimler Group, a global luxury car manufacturing giant that plays an important role in the history of the world's automobiles, jointly funded the establishment of Shenzhen Tengshi New Energy Automobile Co., Ltd. Then launched the first domestic focus on the new energy sector of the car brand, that is, DENZA momentum. However, such a "gold-key- born" joint venture brand has not won consumer favor in the two years since its launch, according to its sales figures. With Toyota, Mercedes-Benz, BMW and other high-end automobile brands entering the new energy vehicle market one after another, how to quickly establish brand effects in our country and how to resist the pressure of imported luxury electric vehicles? How to make up for the decline in sales caused by policy subsidies is a real problem to be solved urgently. Therefore, this paper adopts the research method of combining theory with practice, taking Teng-potential brand new energy vehicle as the research object, starting with the current sales situation of Teng-shi automobile in the domestic market. Based on the analysis of domestic macro and micro marketing environment of Teng Shi New Energy vehicle, combined with the STP strategy analysis of Teng potential New Energy vehicle, finally through the 4P marketing combination strategy, This paper puts forward the suggestion of optimizing the domestic marketing strategy of the brand new energy vehicle. At present, the domestic new energy automobile market is dominated by the middle and low end routes, mainly by the middle and low end products. However, the development of the whole new energy industry will inevitably make the new energy vehicle technology continuously improve, thus, The development experience of the middle and high-end brands in China has a certain learning significance for the future development of domestic brands. Therefore, this paper hopes to find some references for Chinese automobile enterprises through the research on the automobile marketing strategy of Teng Shi brand, so that they can gain competitive advantage in the future competition of China's new energy automobile market.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471

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