比亚迪电动公交市场发展策略分析-工商管理专业论文.docxVIP

万方数据 万方数据 议：坚持产品差异化战略，价格溢价战略，营销渠道采取兼并联合为主 其他方式为辅。 关键词: 比亚迪 ，五力模型， 一般战略， 纯电动公交， SWOT 分 析，产品策略，价格策略，渠道策略 THE RESEARCH ABOUT MARKET DEVELOPMENT STRATEGY OF BYD ELECTRIC BUS ABSTRACT This paper studies competitive strategy of BYD electric bus K9,speclizing in product strategy, price strategy and marketing strategy。 According to Michael Potters competitive strategy ,Based onThe five forces model, This paper combines the normative and empirical research method,adopting comparative analysis, SWOT analysis, the general strategy, marketing mix theory tools The research is from macroscopical and theory to microcosmic and practice. Based on this, this paper is structured as follows: The first chapter mainly introduced Michael Potter s five forces model theory, and the three general strategies of enterprise competitive strategy and the relationship of the five forces model and the general strategic. The second chapter mainly analysis the electric bus market exterior macroscopical environment,focusing on public transportation market demand trends, social environment and policy environment. The third chapter mainly analysis BYD electric bus competitive ability. according to Potters five-force model. The five aspects of the five force model are the competitor, buyers bargaining power , sellers bargaining power, the threat of substitutes,and the potential entrants threat.The fourth chapter mainly analysis the market developing strategy of BYD electric bus,specializing in the analysis of product strategy, price strategy and marketing channel strategy,and proposing: adhere to the strategy of product differentiation, a premium price strategy, marketing channels mainly supplement merger and acquisition. KEY WORDS：BYD ，five forces model，General strategy，Pure electric bus，SWOT analysis，Product strategy, price strategy, channel strategy 目录 前言 ………………………………………………………………………………………..1 第 1 章波特五力分析模型……………………………………………………………………3 1.1 简介………………………………………………………………………………………..3 1.2 五力模型