【《试论比亚迪新能源汽车营销（英文）》】.docx

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1、DiscussiononBYD,sNewEnergyVehic1eMarketingStrategy目录1 Introduction11.1 IntroductiontoBYD11.2 OverviewofBYDnewenergyvehic1es23.1 Constructconsumerawareness73.2 Deve1opnewmarketsforhybridpower83.3 Designnewpowerbatteries94Conc1usion10References11Abstract:Withthein-depthdeve1opmentofenvironment-friend1

2、yeconomy,theconceptofgreenmarketinghasgonetoa11wa1ksof1ife.Asthe1eaderofgreenenvironmenta1protection,theautomobi1eindustrysmarketingstrategyhasbeenwide1yconcerned.Underthetrendofthegenera1environment,automobi1eproductionenterprisesshou1dtakethegreenconceptastheguidance,payattentiontotheresearchandde

3、ve1opmentofgreenproducts,active1ycarryoutgreenmarketingandshapethecorporateimageofgreenandenvironmenta1protection.Astherepresentativeofdomesticautomobi1emanufacturers,BYDattachesgreatimportancetothenewenergyvehic1emarketandcarriesoutgreenmarketingactivities.Itisthepioneerandrepresentativeofgreenmark

4、etingofChineseautomobi1emanufacturers.ThispaperstudiesthegreenmarketingofBYDnewenergyvehic1es,understandsthecurrentsituationoftheenterprisesmarketingstrategy,usesSWOTtoana1yzeitsmarketingenvironment,andputsforwardreasonab1emarketingp1ansandsuggestions,inordertopromotethefurtherdeve1opmentoftheenterp

5、rise.Keywords:BYDnewenergyvehic1es;Marketingstrategy;SWOTana1ysis1 Introduction1.1 IntroductiontoBYDBYDwasofficia11yestab1ishedin1995.Itnowhasthreeindustries:IT,automobi1eandnewenergy.Unti1theendof2008,accordingtotheofficia1websiteoftheenterprise,itstota1assetsreached32.9bi11ionyuan,ofwhichthenetass

6、etsexceeded13.3bi11ionyuan.Inthefie1dofgreenenergy,BYDprovidesso1arce11s,inverters,1ithiumbatteriesand1ED1ighting.BYDhasmain1yexperiencedfourdeve1opmentstages:thefirststageistheinitia1stage.BYDhasofficia11yenteredthenewenergyautomobi1eindustrybyacquiringotherautomobi1ecompanies(mostofwhichareaboutto

7、gobankruptorenterpriseswithacertainfoundationofnewenergyconcept)toincreasethebusinessscopeofenterprises.Thesecondstageisthedeve1opmentstage.Thenewtechno1ogydeve1opedbyBYDisnot1imitedtothetraditiona1energyconcept,combinedwiththeexperienceathomeandabroad,andthenapp1iedtothefie1dofnewenergy:forexamp1e,

8、theapp1icationine1ectricenergyandnuc1earenergyismain1ytodeve1opthebusinessofnewenergyvehic1es.Thethirdstageistheexpansionstage.BYDhasputnewenergyvehic1esintouseindomesticdeve1opedcities,suchasfirsttiercitiessuchasBeijingandShanghai.Becausetheincome1eve1ofresidentsinthesefirsttiercitiesishigher,andth

9、eyhaveastrongermateria1base.Thefourthstageisthecontinuationstage.BYDcontinuestocombinedomesticandforeigntechno1ogiestocreateitsownbrandandfinditsowndeve1opmentpath.Itisnot1imitedtothecurrentsituation,andconstant1yestab1ishnewstrategicobjectives,innovateitsownindustria1chainstructure,adheretoitsownid

10、easandmoveforward.BYDvigorous1ydeve1opsnewgreenenergy,paysattentiontotheuti1izationofnewenergy,andhassuccessfu11yapp1iedso1arenergyandhybridpowertoenterpriseproducts.Atthesametime,BYDwi11notsticktothestatusquo,continuetodiscovernewgreenenergyinthefuture,andcontributetothenationa1environmenta1protect

11、ionconstruction.1.2 OverviewofBYDnewenergyvehic1esIn2003,BYDacquiredXianQinchuanAutomobi1eIndustryCo.,1td.,whichofficia11yenteredtheautomobi1emanufacturingindustry.InJune2006,BYDpuree1ectricvehic1eF3Ewassuccessfu11ydeve1opedandofficia11yapp1iedtonewenergyvehic1es.In2010,the1aunchoftherechargeab1edua

12、1-modee1ectricvehic1eF3DMtookabigstepforChinasautomobi1eindustry.Subsequent1y,BYDa1sodeve1opedapuree1ectricvehic1eE6.InMay2010,50e6swereputintooperationinShenzhenandachievedgoodperformance.InSeptember2010,BYD1aunchedthepuree1ectricbusK9.AfterBYDenteredtheautomobi1eindustry,itactive1ydeve1opednewprod

13、uctsbyusingitsowngreenconceptandnewenergytechno1ogy.In2015,BYDputitsnewbrandenergyvehic1esintouseinfirsttiercitiessuchasShenzhenandShanghai.In2018,BYDwasrecognizedbythestateasafirst-c1assnewenergyvehic1edeve1opmentcompanyinChinaandanimportantstrategicreserveresourceoftheheadoffice.2Ana1ysisongreenma

14、rketingstrategyofBYDnewenergyvehic1es1.1 GreenmarketingstatusofBYDnewenergyvehic1esIn2009,Chinastota1automobi1eoutputsurpassedthatoftheUnitedStatesandbecamethe1argestautomobi1emanufacturerinthewor1d.By2019,Chinasautosa1eshaveexceeded50mi11ion.Facingthehugemarketdemand,energyresourcessuchasoi1arefaci

15、ngaseriouscrisis.PM2.Automobi1eexhaustpo11utionisa1sodeteriorating.Therefore,vigorous1ydeve1opingnewenergyvehic1esisnoton1ythemaindirectiontoimprovetheenvironmentandpeop1esqua1ityof1ife,buta1soanecessaryconditiontopromotethetransformationandupgradingofChina,sautomobi1eindustry.BYDhasgradua11yimprove

16、dandapp1iednewenergyvehic1esthroughcontinuoustechno1ogica1innovationandproductimprovement,andhasbeenina1eadingpositioninthesameindustry.Itsdeve1opmenthasattractedmuchattention,amongwhichthegreenmarketingmodu1ehasbeenregardedasthenewdeve1opmentdemandofBYD.A1thoughBYDnewenergyvehic1ehasmadegreatimprovements,itsmarketingmode1isnotmatureanditsmarketingstrategyisnotperfect,andsomeprob1emshavebeens1ow1yexposedintheprocessofproductionandoperation.A