日本新能源汽车市场推广策略对我国的借鉴

The Marketing Strategy of New Energy Vehicle in Japan:Lessons for China

我国新能源汽车的市场表现一直"叫好不叫座",这对我国新能源汽车产业发展构成了严重的制约。怎样提高新能源汽车的市场认同度,进一步促进市场推广,成为亟待解决的问题。日本自20世纪80年代起便开始重视发展新能源汽车产业化及市场推广,积累了大量富有价值的文献及实践经验,对研究我国新能源汽车市场长期遇冷的原因及解决对策具有重要的借鉴意义。笔者以日本近年来新能源汽车市场化现状为背景,探讨新能源汽车市场推广的影响因素,分析日本在促进新能源汽车市场推广方面采取的措施和实施效果,以此提出解决我国新能源汽车市场问题的建议及对策。

The market performance of China's new energy vehicle has been poor,which will become a serious constraint to the development of new energy vehicle industry.How to improve the market acceptance of new energy vehicles and thus further promote the marketing becomes an unsettled problem.Japan began to attach importance to the development of new energy vehicle technology and marketing since 1980s.Currently,Japan has accumulated large amount of literatures and practical experiences,which can be the reference to solve problems of China's new energy vehicle market.This paper describes the market status of Japan's new energy vehicles,discusses the factors of new energy vehicle market promotion,introduces the measures and results that were implemented in Japan's new energy vehicle market by Japanese government,and provides suggestions for China in dealing with the market problems of new energy vehicles.