比亚迪新能源汽车市场营销策略探究内容摘要石油资源作为不可再生能源之一，紧缺问题在全球范围之内存在已久。传统的内燃机汽车燃烧化石燃料，不仅消耗不可再生能源而且污染环境。随着科技的进步和人们越来越重视绿色环保低碳理念，新能源汽车逐渐成为人们所推崇的环保产品，它以节能环保、先进得操作模式等一系列优点得到了全世界企业和消费者的认可和重视。在新能源汽车营销策略问题上，国内外学者对其也有所研究，总结出以下几点：新能源的环保效果在新阶段并不是吸引消费者购买的痛点；改变消费者习惯是新能源汽车营销中比较关键的一环；新能源汽车中的局限性很大程度的影响消费者购买动力。本文以比亚迪旗下新能源产品为例，分析其在这产品线上的营销策略。本文立足于现阶段竞争激烈的新能源汽车市场，在以市场营销理论为基础上，首先分析比亚迪新能源汽车的营销现状和所存在的问题；其次运用 SWOT 分析法，深入分析比亚迪新能源汽车在新能源汽车领域中的优势、劣势、机遇与挑战，为比亚迪新能源汽车优化营销策略提供充分的依据。最后利用 4PS 营销策略分别对比亚迪新能源汽车的产品、价格、渠道、促销策略进行了分析研究，并提出营销策略建议。关键词：比亚迪；新能源汽车；市场营销策略Research on Marketing Strategy of BYD New Energy VehicleAbstractAs a renewable energy resource, oil resources are scarce in the long run. A traditional internal combustion engine not only consumes renewable energy that burns fossil fuel but also pollutes the environment. With the advance of science and technology, people are increasingly attracted to the concept of green, environmental protection and low carbon, and new energy vehicles are gradually becoming environment-friendly products that people admire. Enterprises and consumers have recognized and evaluated worldwide by a series of advantages such as energy saving, environmental preservation, and advanced operation mode. As for the marketing strategy of the new energy vehicle, researchers in Japan and abroad are also examined, and the environmental protection effect of the new energy is ...
