基于4C营销理论的新能源汽车发展问题研究——以纯电动公交车为例

A STUDY OF THE DEVELOPMENT OF NEW ENERGY VEHICLES BASED ON 4C MARKETING THEORY: AN EXAMPLE OF ELECTRIC BUS

国内各大、中城市纷纷采取多项措施积极践行党的十八大提出的"绿水青山就是金山银山"的生态文明建设理念,大力发展与推广新能源汽车,就是其中一项重要的举措。以新能源汽车中比较具有代表性的纯电动公交车为例,运用4C营销理论,从纯电动公交车的生产成本、市民对其的需求、市民出行的便利程度、影响其推广的因素四个方面,分析了新能源汽车在发展和推广中存在的问题;提出了增加技术投入实施人才培养、加强部门沟通协调彼此利益、做好总体布局完善供电保障以及加强宣传教育转变实施方案等相应的解决思路。

Ecological civilization construction has been carried out across China since the 18th National Congress of the Communist Party of China, among which the development and promotion of new energy vehicles takes an important part. 4C marketing theory is adopted, and an example of new energy vehicles, electric bus, is made to analyze the problems of development and promotion from four aspects, i.e. the production cost, the demand of the citizens, the travel convenience of the citizens, and the influencing factors of promotion. Then countermeasures are proposed, such as technology investment, talent cultivation, coordination among sectors, improvement of power supply, and strengthening awareness and education.