英语_比亚迪新能源汽车营销策略研究Research on Marketing Strategy of BYD New Energy Vehicle.docVIP

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摘要

目前汽车产业成为我国国民经济的重要支柱，是拉动经济健康持续发展且能够发挥主导作用的核心产业，总体规模正在不断拓展。近年来在国家政策的支持下，中国新能源汽车市场迅猛发展，比亚迪作为全球首家正式停止燃油车整车生产的汽车品牌，在2022年成为全球新能源销售冠军，该品牌汽车将成为我国新能源汽车企业选择和制定营销策略的必要参考。本文以比亚迪新能源汽车为研究对象，首先运用SWOT分析方法，深入分析比亚迪新能源汽车产业的优势与劣势、机遇与威胁，然后运用4P营销策略理论，从产品、价格、渠道和促销这四方面分析当前比亚迪新能源汽车在营销策略中存在的不足及问题，进而对比亚迪营销策略进行优化和改进。在产品方面要加强自主研发核心技术，不断丰富产品型号；在价格方面要据市场定位精准合理定价；在渠道方面要加强宣传，提升消费者认知；在促销方面要完善配套设施建设，加大促销力度。最后希望可以为比亚迪新能源汽车营销等方面提供有价值的参考，同时也希望对其他新能源汽车企业发展提供参考价值。

关键词:新能源汽车；比亚迪；营销策略

ABSTRACT

Atpresent,automobileindustryhasbecomeanimportantpillarofournationaleconomy.Itisthecoreindustrythatdrivesthehealthyandsustainabledevelopmentofeconomyandplaysaleadingrole.Theoverallscaleisconstantlyexpanding.Inrecentyears,withthesupportofnationalpolicies,China’snewenergyvehiclemarkethasdevelopedrapidly.BYD,astheworld’sfirstautomobilebrandtoofficiallystoptheproductionofcompletefuelvehicles,willbecometheglobalnewenergysaleschampionin2022.ThebrandwillbecomeanecessaryreferenceforChina’snewenergyvehicleenterprisestochooseanddevelopmarketingstrategies.Inthispaper,BYDnewenergyvehiclesastheresearchobject,firstusingSWOTanalysismethod,in-depthanalysisofthestrengthsandweaknessesofBYDnewenergyvehiclesindustry,opportunitiesandthreats,andthenusingthe4Pmarketingstrategytheory,fromtheproduct,price,placeandpromotionofthecurrentBYDnewenergyvehiclesinthemarketingstrategyofthedeficienciesandproblems.ThenBYDmarketingstrategytooptimizeandimprove.Intermsofproducts,weshouldstrengthenindependentresearchanddevelopmentofcoretechnology,andconstantlyenrichproductmodels;Intermsofprice,accurateandreasonablepricingshouldbebasedonmarketpositioning;Intheplaceaspecttostrengthenpublicity,enhanceconsumercognition;Inthepromotionaspecttoimprovetheconstructionofsupportingfacilities,increasethepromotionefforts.Fin