云南迪坤新能源汽车市场推广对策研究

发布时间：2018-07-12 21:32

本文选题：营销理论 + 新能源汽车　；参考：《云南大学》2014年硕士论文

【摘要】：随着能源危机的加剧和环境保的重要性的提高,世界各国都在大力发展以新能源为动力的汽车,特别是中国,已经把新能源汽车作为战略发展目标之一。然而,新能源汽车作为一种颠覆性产品,与传统产品存在着较大的差异。无论是产品特征,还是营销推广模式,新能源汽车都有着与传统燃油汽车很大的差异。虽然,中国政府致力于发展新能源汽车产业,大力推广新能源汽车,然而更多的是行政命令式的推广,缺乏以市场为导向,成熟的市场推广模式和策略。我国自改革开放以来,通过引进外资企业,建立合资品牌汽车制造和销售产业链,汲取了世界先进的汽车营销理论和模式,并积极地应用到实践中,获得了较好的回报和经济效益。但是,在新能源汽车的市场营销和推广上,由于无从借鉴,因此,新能源汽车的市场推广模式和策略研究仍处于空白状态。本文拟在借鉴国内外一些汽车营销基础理论的基础上,通过相应的研究方法从以市场为导向的角度,对新能源汽车的市场推广策略和模式进行认识、分析和解决。这方面的研究不仅对新能源汽车的市场营销具有理论指导意义,同时对于现代营销理论的发展和进步也具有一定的学术价值。文章结构分为四个部分,首先是对论文研究目的和意义的阐述,其次是对市场营销理论的综述,然后是对云南迪坤推广新能源汽车的案例分析,通过成功的个体行为,找出新能源汽车市场推广所面临的环境和资源上的制约和促进因素,结合市场营销理论,总结出新能源汽车市场推广规律性的事物,提出了提高消费者认知,新能源汽车产品多样化,加大政策扶持力度,完善配套设施和售后服务,完善和创新金融支持等措施和建议。
[Abstract]:With the aggravation of the energy crisis and the improvement of the importance of environmental protection, many countries all over the world are vigorously developing new energy driven vehicles, especially in China, which have taken new energy vehicles as one of the strategic development goals. However, as a subversive product, the new energy vehicle is different from the traditional product. Whether it is product characteristics or marketing promotion mode, new energy vehicles are very different from traditional fuel vehicles. Although the Chinese government is committed to the development of the new energy automobile industry and vigorously promotes new energy vehicles, it is more of an administrative imperative, lacking of market-oriented and mature marketing models and strategies. Since China's reform and opening up, through the introduction of foreign-funded enterprises, the establishment of joint venture brand automobile manufacturing and sales industry chain, drawing on the world's advanced automotive marketing theory and model, and actively applied to practice. Good returns and economic benefits are obtained. However, in the marketing and promotion of new energy vehicles, because there is no way to learn from them, the research on the marketing modes and strategies of new energy vehicles is still in a blank state. Based on some basic theories of automobile marketing at home and abroad, this paper analyzes and resolves the marketing strategies and models of new energy vehicles from the perspective of market orientation through the corresponding research methods. The research in this field is not only of theoretical significance to the marketing of new energy vehicles, but also of academic value to the development and progress of modern marketing theory. The article structure is divided into four parts, the first is the purpose and significance of the paper, the second is the summary of marketing theory, and the second is the case study of Yunnan Di-Kun 's promotion of new energy vehicles, through the successful individual behavior. Find out the restriction and promotion factors in the environment and resources that the new energy automobile market promotion faces, combine the marketing theory, sum up the regular things of the new energy automobile market promotion, put forward to improve the consumer cognition, New energy automobile product diversification, increase policy support, improve supporting facilities and after-sales service, improve and innovate financial support and other measures and suggestions.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471

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