2008年以来,面对国际金融危机、油价高位震荡和日益严峻的节能减排压力,我国

汽车产业逐渐进入了向新能源转型时期,发展电动汽车已成为实现交通能源转型的技术

路线,我国电动汽车产业逐渐进入了快速发展的新阶段。我国政府相继发布了电动汽车

发展战略国家计划,为电动汽车产业发展指明了方向;此外,政府也对电动汽车加大了

支持力度。

本文分析了国内电动汽车行业的现状与问题,首先利用PEST分析法分析了电动汽

车行业的国内外宏观市场环境;然后从产业链角度进行深度剖析;最后利用迈克尔波特

的五力竞争模型分析了电动汽车所面临的行业环境,并结合A公司的实际分析了其所面

对市场情况和行业环境。

文章通过细分市场、目标市场选择、产品定位等确定公司电动车“以公共交通领域

为主,私人用车领域为辅”的营销目标;并通过产品策略、价格策略、渠道策略、促销

策略为公司的快速发展提供了营销策略;最后文章从提供强化质量管理、打造与销售策

略相适应的企业文化、改善人力资源管理、持续改进公司服务等四个方面提出了解决方

案,以便保证营销目标的顺利实施。

关键词:电动汽车;营销策略;PEST分析

Abstract

Encountering financial crisis, the sharp fluctuation of the international oil price at a high

level and increasingly severe pressure of energy conservation and emissions reduction since

2008,Chinese automobile industry has entered into the new energy transitional period, the

development of electric vehicle has become a technical route of realizing the transportation

energy transition, the electric vehicle industry in China has gradually entered into a new stage

of rapid development. Our government has issued the development strategy of electric vehicle,

in turn, national planning, pointed out the direction for the electric vehicle industry

development; In addition, the government has also strengthened the support for electric

vehicle.

This paper analyzes the present situation and problems of domestic electric vehicle

industry. Firstly, this paper conducts the macro market environment at home and abroad of

the electric vehicle industry by using PEST analysis; Secondly, analyzes deeply from the

perspective of industry chain; lastly, based on Michael Porter's Five Forces Model, this paper

analyzes the industry environment faced by electric vehicle industry, and analyzes the market

situation and industry environment with the reality of company A.

This paper determines the marketing objectives of the company's electric vehicle

through the market segmentation, target market selection, product positioning, which is

mainly the field of public transportation, supplemented by the field of private vehicle ; And

provides the company with market strategy for its rapid development through the product

strategy, price strategy, channel strategy and promotion strategyFinally gives the solutions

from enforcing quality management, building the corporate culture which copes with the sales

strategy,improving human resource management and continuous improvement of service,to

ensure the successful implementation of marketing goals.

Key Words: Electric Vehicle; Marketing Strategy; PEST Analysis