新能源汽车市场营销策略探究

Research on Marketing Strategy of New Energy Vehicles

由于生态环境污染和石油短缺危机,发展新能源汽车俨然已成必然趋势。由于续航短、基础实施不完善、认知不足等问题我国新能源汽车的市场表现一直"政热市冷",新能源汽车在市场的营销方面还存在着一定的困难和问题。因此文章对新能源汽车市场营销策略进行探究,主要从观念营销、体验营销、网络营销等方面提出了建议。

Due to the ecological environmental pollution and oil shortage crisis,the development of new energy vehicles has become an inevitable trend.The market performance of China's new energy vehicles has been "hot government,cold market",because of short battery life,imperfect infrastructures,and lack of awareness,and there are still some difficulties and problems in the marketing of new energy vehicles.Therefore,this paper explores the marketing strategy of new energy vehicles,and gives some advice mainly from the aspects of concept marketing,experience marketing,network marketing and so on.