收入男性消费者。通过4P理论全方位制定奥迪新能源汽车的营销策略组合，在厂家方面，奥迪要凭借强大的产品设计研发不断开拓市场，突出奥迪新能源汽车的科技感及倡导的品牌理念。在经销商方面，按照高标准建设奥迪新能源汽车专用网络渠道，通过专业的人员资质及专业工具等因素支撑新能源汽车的销售和服务，提升用户的满意度。为了保障营销策略的有效执行，还制定充电设施安装服务和新能源汽车售后服务流程两项保障机制。
关键词：
新能源汽车，营销环境，市场细分，营销策略
Abstract
中国重型车网
Research on Marketing Strategy for FAW-VW Audi NEV
In recent years,in the rapid development of vehicle industry,our country energy demand supply gap is more and more big.According to the national center of development studies,it estimates that the energy gap will reach60%in the next10~ 15years.At the same time,the fuel vehicle emissions of air pollution become more and more serious.So in“the state council about accelerate the decision of the cultivating and developing strategic emerging industries”,the new energy vehicle was listed in China's seven majo
r strategic emerging industries.Audi will be in accordance with the rhythm of the whole world in the Chinese market step by step forward.Audi also has a deep understanding the development of the industry to maintain China's energy security,improve the atmospheric environment,enhancing the significance of auto industrial competitiveness.In2015,Audi brand introduce the first new energy automobile products A3e-tron into the Chinese market.
This paper first introduced the development of FAW-VW Audi and the future strategic planning,in the future strategic planning,the new energy vehicles will be the company's key development projects.At present,the first Audi new energy vehicle A3e-tron has successfully entered the Chinese consumer's eyes with excellent product features,but has not yet reached its intended marketing target due to national policy,supporting facilities and after-sales service.
In order to improve and solve the current marketing situation and problems,this paper analyzed external environment which the Audi new energy vehicles in the Chinese market faced,such as economy,policy and competition brand,it is concluded that the Audi's new energy vehicles currently is in a country vigorously support the environment of new energy vehicles,with the national favorable policy support,competitive brands are also on the layout of new energy automobile products in China,at the same time in the situation of Audi's new energy vehicles to enter the
Chinese market so late,how to find the market positioning as soon as possible.In the present policy oriented market,how to use the policy of catalyst to improve consumer acceptance,those are the problems be solved by Audi immediately.In the internal environment,Audi has a strong research and development of new energy vehicle design system,and security products in the industry leading position.At the same time,Audi has a clear strategy of new energy vehicles,these factors is beneficial for Audi new energy vehicle.So if Audi want to win the future of new energy vehicle market competition,it will have to seek opportunities from the marketing strategy.
Next,combined with the analysis of the Audi new energy vehicles in the macro environment and micro-environment,continue to analyze its market segmentation and positioning,to determine the Audi new energy vehicle target market is the development of new energy vehicles faster6First-tier cities,the market positioning in the Audi brand preferences and environmental protection concept of high-income male consumers.Through the4P theory to develop Audi's new energy vehicle marketing strategy portfolio,in the manufacturers,Audi to rely on a strong product design research and development continue to open up the market,highlighting the Audi new energy car technology and advocacy brand concept.In the dealer,in accordance with the high standards of construction of the new Audi energy vehicles dedicated network channels,through professional personnel qualifications
x7plusand professional tools and other factors to support new energy vehicle sales and services to enhance customer satisfaction.In order to ensure the effective implementation of marketing strategies,but also to develop charging facilities installation services and new energy vehicles after-sales service process two protection mechanism.
新捷达报价
Key words:
New energy vehicle，Marketing environment，Marketing segmentation，Marketing strategy
目录
第1章绪论 (1)
1.1研究背景与意义 (1)
1.2研究内容与方法 (2)
1.3文献综述与理论基础 (3)
第2章一汽-大众奥迪新能源汽车营销现状及问题分析 (6)
2.1一汽-大众奥迪发展概况 (6)
2.2一汽-大众奥迪新能源汽车营销现状 (7)
2.3一汽-大众奥迪新能源汽车营销问题 (9)
途安1.8t第3章一汽-大众奥迪新能源汽车营销环境分析 (11)
3.1宏观环境分析 (11)
3.2微观环境分析 (16)
3.3SWOT分析 (22)
第4章一汽-大众奥迪新能源汽车营销策略制定与实施 (28)
4.1新能源汽车市场细分 (28)
4.2一汽-大众奥迪新能源汽车的目标市场选择与市场定位 (29)
4.3一汽-大众奥迪新能源汽车的营销组合策略 (31)
4.4一汽-大众奥迪新能源汽车的营销策略实施保障 (36)
结论 (42)
全车网交通违章查询参考文献 (43)
北京到哈尔滨汽车致谢 (45)