本文以小牛电动作为研究对象,以市场营销学中价值营销作为理论研究基础,
通过笔者两年多以小牛电动合伙人的身份实践经验总结出其营销的成功之处,搜集
到公司内的一手研究资料,通过观察法,文献研究法,案例分析法、、进行分析总
结,探索出了发小牛电动通过产品拉力价值策略、品牌拉力价值策略以及渠道终端
推力价值策略三个价值维度共同驱动品牌的价值营销。同时在研究过程中也发现了
小牛电动品牌目前存在的营销问题并作出了合理化相应的营销建议,以期为目前市
场环境不景气的两轮电动车乃至其他相关行业作出借鉴参考贡献
关键词:小牛电动价值营销品牌策略
IV Abstract
In recent years, environmental pollution problems have become increasingly
prominent, automotive exhaust emissions in the city is an important cause of
environmental pollution, thus the state issued a series of policies to limit the urban
vehicle driving on the road, to encourage green low carbon transportation, and
actively provided a good environment for the healthy development of the new energy
two wheels electric vehicle in order to cope with the deteriorating environment.
Throughout the two wheels electric vehicle industry, the traditional electric vehicle
taking the lead-acid battery as the main power source, and the the source of the
production of lead-acid battery did not solve the problem of environmental pollution,
therefore the new energy electric vehicles represented by Niu E-scooter vehicle were
created.In the Internet+ era, the electric bicycle industry will usher a new era of
epoch-making significance. Since then, the electric bicycle industry based on the
Internet technology will focus more on the new energy industry and intelligent driving
operation technology, the vision of using new energy and intelligent technology to
change the mode of travel is no longer far away. The Niu E-scooter introduced the
concept of Internet + in marketing mode, using the low-cost promotional strategies
of fans spreading. Introducing 020 model in channel construction, online diversion,
and recruiting city partners off-line, establishing experience stores, service centers,
and fan clubs. Niu E-scooter as a representative brand in new energy electric bicycle
field, advocating the product design ideas of low carbon environmental protection,
intelligentize, lithium, and not afraid of losing, which injects a cardiotonic for the
original sluggish market of electric bicycle, it has established for only 2 years, but the
sales turnover, product awareness, and market share is far ahead other traditional
electric bicycle brand. The phenomenon of Niu E-scooter has seriously impacted
the traditional two wheeled electric vehicle market, which has aroused widespread
concern in society. Some market researchers have also begun to explore the secrets of
the success of the Niu E-scooter. In the era of Internet+, how the Niu E-scooter break the existing traditional two wheeled electric bicycle brand marketing mode through
brand value marketing and stand firm in the national market rapidly and earn good
reputation in the environment that without advertising and PR marketing have become
the subject of this paper.The paper takes Niu E-scooter as the research object, taking
the value marketing in marketing as the theoretical foundation, the author5 s practice
experience as the partner of Niu E-scooter for more than two years, the paper summed
up the success of the marketing and collected first-hand research data, analyzed and
explored the brand value marketing drove by three value dimensions including the
product tension value strategy, brand tension value strategy, and channel terminal
thrust value strategy through the observation method, literature research method, and
case analysis, At the same time, in the course of the study the paper also found the
existed marketing problem in the brand and make reasonable and corresponding
marketing suggestions,so as to make reference for the depressed two wheeled electric
vehicle market and other related industries.
Keywords: Niu E-scooter value marketing brand strategy
VI 目录
第一章绪论 1
第一节研究背景及意义第二节研究方法及思路第三节研究创新点第四节文献综述第二章互联M+时代小牛电动的价值营销主张第一节新能源锂电电动自行车产业的兴起第二节小牛电动发展历程和现状分析第三节小牛电动的价值营销主张第三章小牛电动的产品拉力价值策略分析第一节高端产品定位策略第二节全国统一定价策略第三节多品类产品组合策略
21
第四章小牛电动的品牌拉力价值策略分析
23
第节互动体验背销策略
23
第二节粉丝口碑传播策略
25
第五章小牛电动的渠道终端推力价值策略分析
28
第一节020线上推广、线下体验渠道拓展策略
28
第二节专业化终端服务策略
29
第六章小牛电动价值营销存在的问题和建议
31
第一节存在的问题
31
第二节营销建议
33
第七章结语 36
参考:i献 38 第一章绪论
第一节研究背景及意义
一研究背景
我国经济的发展自改革开放以来一直保持飞速增长的势态,随着人民生活水
平的逐步提高,对物质文化的需求不断增长的同时,在交通工具的选择方面也不
断加大。在城市化程度相对较高的城市中,人们普遍意识到,道路拥挤,不定时
堵车,私家车已经不是城市交通的最佳选择。虽然越来越多的城市在修建地铁,
以缓解路面交通压力,但因地铁路线的限制,走出地铁口距离目的地会存在或长
或远的路程;步行费时费力且速度慢;自行车的速度相对偏慢,也很费力,对于
普遍消费者而言仅适合极短距离出行;公交车不仅拥挤,而且很难能等到座位;
出租车的内燃机燃烧汽油污染环境并且价格偏贵。电动自行车则顺行市场需求,
满足消费者短途出行的诸多需求,具备省时省力、速度适中、价格合理、污染低
等优点,于是电动自行车在市场需求量较高的城市迅猛提高。我国跻身电动车大
国,历经10几年的发展,论是电动自行车生产制造、还是市场消费水平均都
已位列世界前茅。面对市场需求的急剧提高,许多电动自行车公司的营销水平却
遭遇到瓶颈期。剖析原因,在于我国诸多电动自行车公司体制一成不变,人员配
置严重老化,营销策略单一,营销渠道不具备多元化,对市场需求无敏锐度,电
动自行车产品陈旧跟不上时代的步伐,加上2007年
—
—2009年全球金融危机和
各大电动自行车价格竞争的影响,电动车产业的市场营销大坏境遭到严重考验,
因此,各大电动自行车产业间的竞争强度越来越高,最终导致电动自行车市场营
销水平不佳。互联网时代的到来,电动自行车产业面临着营销大洗牌。电动自行
车行业急需产业整合升级优化,必须制定新的市场营销策略、创造新型营销模式、
挖掘多条营销渠道以此打破市场营销的瓶颈。我国的电动自行车产业迅速发展,
大批量电动自行车产品涌入市场,促使市场需求增长速度渐缓,在严峻的电动自
行车产业市场竞争环境下,还伴随着公共自行车、共享单车、公交车等各大交通
工具的快速增长也桎梏电动自行车产业的营销。电动自行车公司如何改革电动自 行车市场营销,采取高效的市场营销策略,制定现代企业市场营销理论,就能为
企业在面对有限的需求空间和复杂的竞争环境中赢取更大的利润空间,形成核心
竞争力,占据领
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