一汽—大众奥迪新能源汽车营销策略研究

发布时间：2018-07-27 09:38

【摘要】：近几年来,汽车工业飞速发展的同时,我国能源需求供给的缺口越来越大。根据国务院发展研究中心估计未来10~15年内能源缺口将达到60%。与此同时,燃油汽车尾气排放对大气的污染愈来愈严重。因此国务院决定把新能源汽车产业列入我国重点发展的七大新兴产业之中。奥迪在中国市场将按照整个全球的节奏一步一步地推进。同时奥迪品牌也深刻理解这一产业的发展对中国维护能源安全、改善大气环境、提高汽车工业竞争力的重要意义。在2015年奥迪品牌将其第一款新能源汽车产品A3 e-tron引入了中国市场。本文首先介绍了一汽-大众奥迪公司的发展情况及未来的战略规划,在未来的战略规划中,新能源汽车将作为公司的重点发展项目。当前奥迪新能源汽车的第一款车型A3 e-tron凭借着出色的产品特性顺利进入了中国消费者的视线,但由于国家政策、配套设施及售后服务等因素,迟迟未达到预期的营销目标。为了改进和解决目前的营销现状及问题,首先总体分析奥迪新能源汽车所处的宏观环境和微观环境,得出奥迪新能源汽车目前正处在一个国家大力扶持新能源汽车的大环境,在国家有利政策的支持下,竞争品牌们也在加紧在华布局新能源汽车产品。同时面对奥迪新能源汽车进入中国市场较晚的现状,如何尽快找到奥迪新能源汽车的市场定位,如何在目前的政策导向型市场,利用政策的催化来提高消费者的接受度,是奥迪必须要解决的问题。从内部环境来看,奥迪有强大的新能源汽车设计研发体系,保障产品处在行业领先地位,同时奥迪有着清晰的新能源汽车战略,这些因素对奥迪新能源汽车来说都是有利的。接下来,结合上述分析的奥迪新能源汽车的宏观环境和微观环境,继续分析其所处在的市场细分和定位,确定了奥迪新能源汽车的目标市场是新能源汽车发展较快的6个一线城市,市场定位在对奥迪品牌偏好且具有环保理念的高收入男性消费者。通过4P理论全方位制定奥迪新能源汽车的营销策略组合,在厂家方面,奥迪要凭借强大的产品设计研发不断开拓市场,突出奥迪新能源汽车的科技感及倡导的品牌理念。在经销商方面,按照高标准建设奥迪新能源汽车专用网络渠道,通过专业的人员资质及专业工具等因素支撑新能源汽车的销售和服务,提升用户的满意度。为了保障营销策略的有效执行,还制定充电设施安装服务和新能源汽车售后服务流程两项保障机制。
[Abstract]:In recent years, with the rapid development of automobile industry, the gap of energy demand and supply in China is increasing. According to the State Council Development Research Center, the energy deficit will reach 60 in the next 10-15 years. At the same time, the air pollution caused by fuel vehicle exhaust is becoming more and more serious. As a result, the State Council has decided to include the new energy automobile industry in the seven major emerging industries of China's key development. Audi in the Chinese market will follow the entire global rhythm step by step. At the same time, the Audi brand also deeply understands the importance of the development of this industry for China to maintain energy security, improve the atmosphere environment and enhance the competitiveness of the automobile industry. Audi introduced its first new energy car product, the A3 e-tron, to China in 2015. This paper first introduces the development and future strategic planning of FAW-VW Audi Company. In the future strategic planning, the new energy vehicle will be the key development project of the company. At present, the A3 e-tron, the first Audi new energy vehicle, has entered the sight of Chinese consumers by virtue of its outstanding product characteristics. However, due to national policies, supporting facilities and after-sales service and other factors, the A3 e-tron has not been able to reach the expected marketing target. In order to improve and solve the current marketing situation and problems, first of all, the macro and micro environment of Audi New Energy vehicle is analyzed, and the conclusion is drawn that Audi New Energy vehicle is in a big environment of supporting new energy vehicle in a country. Supported by favorable national policies, competitive brands are also stepping up the deployment of new energy vehicles in China. At the same time, facing the status quo of Audi's new energy vehicles entering the Chinese market relatively late, how to find the market position of Audi's new energy vehicles as soon as possible, how to use the catalysis of policies to improve the acceptance of consumers in the current policy-oriented market, It is a problem that Audi must solve. From the internal environment, Audi has a strong new energy vehicle design and development system to ensure that the product is in the leading position in the industry, and Audi has a clear new energy vehicle strategy, these factors are beneficial to Audi new energy vehicle. Next, combining the macro-environment and micro-environment of Audi's new energy vehicles, we will continue to analyze the market segments and positioning in which they are located. The target market of Audi new energy vehicle is six first-tier cities with rapid development of new energy vehicle. The market orientation is high income male consumers who prefer Audi brand and have the idea of environmental protection. According to 4P theory, the marketing strategy combination of Audi's new energy vehicle is formulated. In terms of manufacturers, Audi has to continuously develop the market by virtue of its strong product design and research and development, highlighting the scientific and technological sense of Audi's new energy vehicle and the brand concept advocated by Audi's new energy vehicle. In terms of dealers, according to the high standards of the construction of Audi new energy vehicle dedicated network channel, through professional personnel qualifications and professional tools and other factors to support the sale and service of new energy vehicles, improve customer satisfaction. In order to ensure the effective implementation of marketing strategy, two guarantee mechanisms, charging facility installation service and new energy vehicle after-sales service flow, are also established.
【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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