基于SWOT分析法对新能源汽车营销策略的研究
The Exploration of New Energy Vehicle Marketing Strategy-taking Based on SWOT Analysis
宋倩文 1王素梅 1徐化娟1
作者信息
- 1. 甘肃交通职业技术学院汽车工程系,甘肃 兰州 730000
- 折叠
摘要
在全球环境问题日益严峻、全世界能源紧缺的大背景下,新能源汽车产业作为国家的新兴战略性产业也得到了迅猛发展.低污染、智能化、网络化的新能源汽车也逐渐被大众所接受,各品牌的新能源汽车不断涌现出来,市场竞争日益激烈.本文运用SWOT分析法,对比分析特斯拉和比亚迪公司新能源汽车市场的竞争形势,为国产新能源汽车提升市场竞争力,提出切实可行的营销战略规划.
Abstract
Against the backdrop of increasingly severe global environmental issues and global energy scarcity,the new energy vehicle industry,as a new strategic industry in the country,has also developed rapidly.The in-telligent and networked new energy vehicles of low pollution are gradually being accepted by the public.The new energy vehicles of the various brands are constantly emerging,resulting increasingly fierce market competition.In this paper,the SWOT analysis method is used to compare and study the market competition situation of the new energy vehicles between Tesla and BYD,which proposes feasible marketing strategies so as to enhance the market competitiveness of China's new energy vehicles.
关键词
新能源汽车/营销策略/SWOTKey words
New energy vehicles/Marketing strategies/SWOT引用本文复制引用
基金项目
甘肃交通职业技术学院2022年科研课题(2022Y-06)
2022年甘肃省高等学校创新创业教育改革研究项目(67)
出版年
2024
NETL
NSTL
维普
万方数据