比亚迪新能源汽车营销实务
摘要
传统汽车产业给人们带来诸多方便的同时也带来了环境污染、交通拥挤，能源危机等问题。随着科技的进步，绿色环保低碳理念的观点深入人心，新能源汽车逐步进入人们的视野，它以节能环保、易于操作等一系列优点获得了全球广泛的重视与认可。我国新能源汽车的研发始于21世纪初，且远远晚于世界上一些著名的汽车公司。在我国新能源汽车研发队伍里，比亚迪汽车公司走在了前端。在新能源汽车领域的发展历程中，比亚迪公司也面临着来自各方面的挑战，包括技术、竞争与营销等。营销策略的适当与否直接影响营销成果，故而本文讨论的重点在于比亚迪公司新能源汽车的营销策略，通过对于比亚迪公司新能源汽车产品销售现状、组织现状、价格策略现状、渠道策略现状、促销策略现状等方面进行分析。比亚迪新能源汽车在销售的过程中主要存在着销售问题、人力资源问题、价格策略问题、产品及渠道策略问题。所以比亚迪新能源公司在进行营销的过程中应该对于市场进行定位、合理的进行定价，扩宽汽车的销售渠道。希望本文的研究的结果能够提高比亚迪新能源汽车销售能力，能够更好的促进比亚迪新能源汽车长久的发展，同时为其他新能源汽车企业营销提供一定的理论上的借鉴。
关键词：比亚迪；新能源汽车；营销策略
I
Abstract
The traditional automobile industry not only brings a lot of convenience to people, but also brings environmental pollution, traffic congestion, energy crisis and other problems. With the progress of science and technology, the idea of green, environmental protection and low carbon concept is deeply held in people's hearts, and new energy vehicles gradually come into people's vision, which has been widely recognized worldwide with a series of advantages such as energy saving, environmental protection and easy operation. China's research and development of new energy vehicles began at the beginning of the 21st century, and far behind some famous car companies in the world. In China's new energy vehicle research and development team, byd car company in the front. In the development of new energy vehicles, byd also faces challenges from various aspects, including technology, competition and marketing. The appropriateness of marketing strategy directly affects marketing results. Therefore, the focus of this paper is byd's marketing strategy of new energy vehicles. It analyzes the current sales status, organization status, price strategy status, channel strategy status and promotion strategy status of byd's new energy vehicles. In the sales process of byd new energy vehicles, there are mainly sales problems, human resources problems, price strategy problems, product and channel strategy problems. Therefore, in the marketing process, byd new energy company should position the market, reasonably price, and expand the sales channels of cars. It is hoped that the research results of this paper can improve the sales capacity of byd new energy vehicles, better promote the long-term development of byd new energy vehicles, and provide some theoretical reference for other new energy vehicle enterprises' marketing.
Keywords：Byd；New energy vehicles；The marketing strategy
II