浅析新能源汽车发展趋势与营销模式.docVIP

浅析新能源汽车发展趋势与营销模式 　　摘 要：随着全球能源日趋紧张，生态环境日益恶化，关于新能源汽车的开发与应用已成为各国汽车行业探索的焦点。因此汽车产品将向安全、节能、环保方向迈进，“新能源汽车”概念也随之成为业界关注的焦点。从环境和资源的角度分析，发展新能源汽车产业，实际就是节能减排，也是低碳经济发展模式的重要组成，新能源汽车行业的发展无论是对汽车行业还是对国家的节能政策都是非常有利。新能源汽车也因此成为竞相研发的目标，各汽车企业纷纷加大了对节能与环保方向的研发力度。本文介绍了新能源汽车的特点及优势，分析了新能源汽车的发展趋势。结合新能源汽车的特点提出了网络营销模式、品牌直销模式、产品本地化模式和新型租赁模式四种营销模式。 　　关键词：新能源汽车；发展趋势；优势分析；优势分析；营销模式 　　中图分类号：F407.471 文献标识：A 文章编号：1674-9448 （2017） 03-0045-07 　　Analysis of the New Energy Automobile Dveloping Tendency and Marketing Strategy 　　XIU Yue1 LIU Zhong-qiang2 　　（1.YaTai Group Shenyang modern construction material industry co.， LTD，LiaoningShenyang， 110013， China；2.Shenyang city university， LiaoningShenyang，110013， China） 　　Abstract： As global energy becomes strained increasingly， the ecological environment is worsenseriously， the development and application of new energy vehicles becomes the focus of automobile industry exploration. The aim of the new energy car is racing to develop， the development of energy conservation and environmental protection has been intensified. Analysis of environment and resources，the developing new energy automobile industry，is the important part of energy conservation ， Low-carbon economy development modeland emissions reduction. The development of the new energy automobile industry is very beneficial to the automobile industry as well as to the country’s energy-saving policies. Therefore，automobile products will move on to safety， energy conservation and environmental protection. This paper introduces the characteristics and advantages of new energy vehicles， analyze the development trend of new energy vehicles. This paper according of the characteristics of new energy vehicles come up with network marketing model，brand direct marketing model，product localization mode and new lease model. 　　Keywords： new energy automobile， development tendency， advantage analysis， marketing model 　　一、引言 　　在能源日?紧张、环境污染日趋增大等背景下，我国政府把发展新能源汽车作为解决能源及环境问题、实现可持续发展的重大举措，汽车生产企业也将新能源汽车作为抢占未来汽车行业制高点