奇瑞s18电动汽车营销策划书
Chery S18 electric vehicle marketing plan book
——阴差阳错组The group -- a strange combination of circumstances
一、策划概要
One, planning overview
自成立之初，奇瑞就以“更安全、更节能、更环保”为理念，研发生产环保汽
车产品。从2001年开始，公司就以芜湖为基地，在全球范围内开始了新能源
汽车的研发工作。2006年以来，公司就在混合动力、燃料电池、灵活燃料以及
传统汽油机的节能环保技术等方面获得30多项技术突破，形成了新能源领域
的全方位技术研发体系。2009年1月，中国首款BSG混合动力车， A5 BSG在
奇瑞公司首发，拉开了中国新能源技术民用化的大幕；2月，公司首台自主研
发的纯电动轿车S18产品下线，最高车速可以达到120Km/h，一次充电续驶里
程可以达到120Km-150Km，真正实现零排放、零污染。
Since its inception, Chery to "safer, more energy-saving, more environmental protection" as the concept of environmental protection, R & D and production of automotive products. From the beginning
of 2001, the company is based in Wuhu, began a new energy automobile research and development work in the global scope. Since 2006, the company won the 30 many technological breakthroughs in the hybrid,
fuel cell, fuel flexible and traditional gasoline engine energy
saving and environmental protection technology, the formation of a
full range of technical research and development system in the field of new energy. In 2009 January, China first BSG hybrid car, starting A5 BSG in Chery company, opened a new energy technology China
civilian of the big screen; pure electric cars in February, the company first self-developed S18 products off the assembly line, the maximum speed can reach 120Km/h, a charging mileage can reach 120Km-150Km, truly realize the zero emission, zero pollution.
奇瑞S18电动汽车是在S18整车平台上开发的一款高速纯电动轿车，整车搭载
了336V 40Kw大功率电驱动系统，配备了40Ah 高性能磷酸铁锂电池。充电对
消费者来说也非常的快捷和方便，利用220V民用充电即可，充电时间一般在
4-6小时；也还可以进行快速充电，半个小时即可充到电池电量的80%。
Chery S18 electric vehicle is developed in S18 vehicle platforms on a high-speed pure electric cars, the vehicle equipped with 336V 40Kw high power electric drive system, equipped with 40Ah high performance lithium iron phosphate battery. Charging for consumers is very fast and convenient, the use of 220V civil can be charged, the charging time is generally in 4-6 hours; can also make a rapid charging, half an hour to charge to the battery 80%.
作为自主品牌汽车的领军者，早在2001年奇瑞就开始了电动汽车研究，在电动汽车关键零部件和核心技术方面，已经形成一整套关键零部件研发能力，在电机、电机驱动系统、DC/DC、先进动力电池、电池管理系统、整车控制器等方面都初步形成了批量生产能力，掌握了电动汽车开发的核心技术、标定技术和试验验证技术。同时，有丰富的产品线作为搭建节能环保汽车的平台，使奇瑞节能环保汽车更易于走向市场，走向家庭，这是奇瑞汽车的另一个优势。
As the independent brand automobile leader, as early as in 2001, Chery began research in electric vehicles, electric vehicle key parts and the core technology, has formed a complete set of key parts and components research and development ability, in the motor, motor drive system, DC/DC, advanced power battery, battery management system, vehicle controller and other aspects of the
initial formation of the the ability to mass production, mastered the core technology, calibration of the development of electric vehicle technology and test technology. At the same time, has the rich product line as the building energy saving and environmental protection car platform, make Chery energy-saving environment-friendly vehicle easier to move toward the market, to the family, this is another advantage of Chery automobile.
但是面对激烈的市场竞争要想让奇瑞s18走进千家万户，还是要有一份完善的营销策划来推动，以下就是我们为奇瑞s18所做的营销策划。
But in the face of the fierce market competition to let Chery S18 into thousands of households, or to have a perfect marketing plan to promote, the following is our Chery S18 do marketing planning.
二、环境分析
Two, environmental analysis
（一）行业分析
(a) the industry analysis
