新能源汽车的营销策略及发展前景-以特斯拉为例_英语论文                      

Marketing Strategies and Development Prospects of the New Energy Vehicles—Taking Tesla as Example  

摘要

随着人们对环境污染及能源消耗问题的危机意识逐渐增强，绿色发展的呼声越来越高，新能源汽车逐渐在汽车行业崭露头角，它的发展也备受关注。 各企业竞相采用各种营销战略竞争市场，使得自己品牌的新能源汽车在汽车行业站稳脚跟，从而能加速转变世界可持续发展。

本文针对新能源汽车发展的背景基础、客观趋势，在发展过程中面临的公司技术、政治因素、经济因素、消费者可接受和支付能力等问题（主要针对在中国和美国的推广与发展），结合国内外新能源汽车的销售状况及特点，深入研究某一企业在国内外推广的营销策略(本文主要以特斯拉为例)，对比分析优势和不足，给出几点建议，并且分析如何在挑战中抓住机遇，最后说明新能源汽车在国内外的不同发展前景。

关键词：新能源汽车 发展问题 发展策略 发展前景

Abstract

As people gradually increased consciousness of environmental pollution and energy crisis, green development is more and more important, and new energy vehicles gradually emerge and attain much focuses in the automotive industry. Many enterprises try their best to adopt various marketing strategies to make their own new energy vehicles brand take a firm stand in the automotive industry so as to change the world into sustainable development.

This thesis will focus on the objective trend for the development of new energy vehicles and some problems including the development process, technology, political factors, economic factors, consumer acceptance and payment capacity (mainly on the promotion and development in China and America). This thesis will reveal the domestic and foreign new energy automobile sales situation and features of the research as well as the application of an enterprise in the domestic and international marketing strategies (taking Tesla as an example). Besides that, the thesis will also compare and analyze the advantages and disadvantages to give some suggestions on how to seize the opportunities and challenges in the different development prospects of new energy vehicles both at home and abroad. 

Key words: new energy cars   development problems    marketing strategies development prospects

Contents

摘 要 2

Abstract 3

Chapter 1 Introduction 4

Chapter 2 Tesla’s Marketing Strategies and Influences in the USA 6

2.1 Definition of New Energy Vehicle 6

2.2 SWOT Analysis of New Energy Vehicles (Taking Tesla Model S as an Example) 6

2.3 Marketing Strategies 7

2.4 Marketing Influences on Domestic Electric Cars 9

Chapter 3 Tesla’s Failure Tries in China and its Future Development 11

3.1 Two Failures and their Reasons 11

3.2 Several Changes and Improvements 12

3.3 Methods for Furture Development 13

Chapter 4 Future Development Strategies of Global Electric Vehicles 14

4.1 Brand and Business Model Innovation 14

4.2 Acceleration of the Integration of Urban and Rural Areas 14

4.3 Online and Offline Integration 15

4.4 Cultivation of Potential Consumer Groups 15

Chapter 5  Prediction of the new energy vehicles 17

Chapter 6 Conclusion 17

Acknowledgments 20

References 21