CATL动力电池公司产品营销策略研究

发布时间：2018-10-14 08:27

【摘要】：最近几年以来由于国内环境污染问题的日趋凸显,我们越来越重视环保问题。而造成民众普遍关注的“雾霾”的首要元凶,就是机动车数量激增后排放大量尾气中所含的PM2.5。但是目前,国内机动车的汽油品质量不达标,油品改良受到技术、政策等多方面的制约很难在短期内得到较大改善。因此,政府为了改良国民居住环境,颁布了一系列的环保政策和整治措施,国家鼎力支持新能源汽车的全国性普及,以期通过绿色清洁能源的使用,从而减少汽车尾气的排放。在同一时期内,汽车动力锂电池的技术水平也在不断趋于成熟化,磷酸铁锂电池在汽车动力电池应用表现方面优异,产业化成熟度逐步提高,全球范围内已经掀起了一轮新能源投资热潮。与此同时,在国家补贴政策的极力支持下,新能源汽车逐步获得了国内消费者的青睐,与之配套的汽车动力电池的销量出现了猛增的态势,CATL作为国内行业首屈一指的动力电池公司如何能否在这个难得的机遇面前继续占领市场并扩大自己的销售份额,继而营造中国新能源优质品牌就是本论文的宗旨所在。本文从新能源汽车动力电池行业面临的机遇出发,在如今新能源汽车得到大力推广的市场环境下,阐述了新能源产业的沿革背景和发展,对当前我国新能源动力电池行业所处的状况及战略转型时期所实施的营销策略的变动趋势进行了分析,对当前新能源动力电池行业所涵盖的相关企业选取市场营销策略的目标、方向及其营销组合进行了总结。以营销管理理论为基础,并综合考量公司内外部的营销环境,借助SWOT理论来实施相关研究分析,在与CATL动力公司的实际情况相结合的情况下,运用全面的产品市场营销策略理论,进行组合式的营销策略方案的制定。其宗旨就是:CATL动力电池企业应紧握住能源产业化改革的发展趋势,借助于国家加强对能源产业的政策扶持,进行市场营销理念、营销方向的更新与调整,实现新营销体系的构建,通过自媒体、电视、网络等新兴媒体与传统杂志报刊、展会等的综合运用,实现全面营销组合策略的架构,这些都有利于CATL动力电池公司产品市场营销策略的调整和创新,从而促进CATL动力电池公司在新的市场环境下领先一步,取得更多业绩。本人目前就职于CATL动力电池公司市场销售部,结合公司当前状况与实际工作中的想法,希望可以通过科学系统的研究提出对公司未来发展有帮助的建设性意见,稳固CATL动力电池公司的市场地位并在未来获取更多的份额,同时也为打造中国第一新能源汽车动力电池品牌贡献自己的一份力量。
[Abstract]:In recent years, due to the increasingly prominent domestic environmental pollution, we pay more and more attention to environmental protection. The chief culprit of the "haze", which has caused widespread concern among the public, is the PM2.5. in the exhaust gas emitted by the explosion in the number of motor vehicles. However, at present, the gasoline quality of domestic motor vehicles is not up to standard, the improvement of oil products is restricted by technology and policies, and it is difficult to improve greatly in the short term. Therefore, in order to improve the national living environment, the government has promulgated a series of environmental protection policies and remediation measures. The state has made great efforts to support the nationwide popularization of new energy vehicles, with a view to reducing the exhaust emissions through the use of green and clean energy. In the same period, the technical level of automotive power lithium battery is also becoming more and more mature, and the performance of lithium iron phosphate battery in automotive power battery application is excellent, and the industrialization maturity is gradually increasing. Worldwide has set off a round of new energy investment boom. At the same time, with the strong support of the state subsidy policy, new energy vehicles have gradually won the favor of domestic consumers. The accompanying car battery sales have soared. How can CATL, as the leading power battery company in the domestic industry, continue to occupy the market and expand its sales share in the face of this rare opportunity? The aim of this paper is to build new energy brand in China. Starting from the opportunity faced by the new energy vehicle power battery industry, this paper expounds the background and development of the new energy industry under the market environment in which the new energy vehicle has been vigorously popularized. This paper analyzes the current situation of the new energy power battery industry in our country and the changing trend of the marketing strategy implemented in the period of strategic transformation, and selects the target of the marketing strategy for the related enterprises covered by the new energy power battery industry at present. The direction and marketing mix are summarized. Based on the theory of marketing management, and considering the internal and external marketing environment of the company, with the help of SWOT theory to implement the relevant research and analysis, in the case of combining with the actual situation of CATL power company, Comprehensive product marketing strategy theory is used to formulate combined marketing strategy. Its tenet is: CATL power battery enterprise should hold firmly the development trend of energy industrialization reform, with the help of the government to strengthen the policy support to the energy industry, carry on the marketing idea, the marketing direction renewal and adjustment, Realize the construction of the new marketing system, through the comprehensive application of the new media, such as self-media, television, network and traditional magazines, newspapers, exhibitions and so on, to realize the structure of the overall marketing mix strategy. All these are conducive to the adjustment and innovation of marketing strategy of CATL Power Battery Company, thus promoting CATL Power Battery Company to take the lead in the new market environment and obtain more performance. I am currently working in the marketing department of CATL Power Battery Company. Combining with the current situation and practical work of the company, I hope to put forward constructive suggestions that will be helpful to the future development of the company through the research of scientific system. Secure CATL's market position and gain a bigger share in the future, while also contributing to China's No. 1 new energy automotive power battery 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】：F274;F426.6

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