汽车工业是我国国民经济的重要组成部分。伴随着能源危机的出现，人们环 境保护意识的提升，汽车工业的优化发展成为了必然，电动汽车作为新能源汽车 之一，其发展对未来行业生存来说显得格外重要。在世界范围内，转型汽车工业 发展，受到各国和地区政府的关注，我国也不例外，进行了相应的战略发展探索， 期望能抓紧新能源发展的机遇，实现产业转型升级。目前，我国许多汽车企业在 电动汽车的研究过程中，关注动力能源问题，积极开发新技术，研发和生产混合 动力的汽车，以抢夺电动汽车的市场竞争力。然而，电动汽车在市场上的销售情 况不容乐观，受到许多因素影响，造成电动汽车销售低迷局面，不利于电动汽车 在我国的发展。所以本文选择以N公司贵阳电动汽车市场开发为例进行探讨，以 期为相关的理论和实践提供参考。 N公司在电动汽车投资发展、销售管理方面具有一定影响力，在不断创新发 展中，N公司需要结合自身实际发展需求，制定促进企业可持续发展的营销策略， 以实现企业可持续健康发展，这对于整个电动车行业的发展都具有积极作用。本 文主要采用文献研究法和案例研究法，运用市场营销相关理论中的、社会营销理 论、关系营销理论和组织营销理论开展研究。首先分析N公司贵阳电动汽车市场 开发现状，对电动汽车市场环境进行分析。并且对N公司企业内部环境进行分析， 重点分析产品、技术、人力资源和品牌形象。然后对N公司电动汽车的市场开发 进行SWOT分析，明确N公司电动汽车的优势、劣势、外部机会和面临的威胁。 提出N公司应对策略的选择。 最后提出N公司贵阳电动汽车市场开发策略。一 是N公司贵阳电动汽车市场开发总战略制定，具体包括N公司市场开发总战略制 定依据，采取先低后高、循序渐进的市场开发策略；二是制定适合贵阳市场的产 品策略。具体包括关注贵阳市场需求，推出有针对性新产品，在贵阳市打造N 公司电动汽车品牌，针对贵阳市场特点推广汽车金融产品；三是结合贵阳市场特 点制定合理的渠道策略。具体包括建立全新的汽车销售渠道，利用地域优势争取 贵阳市政府支持，拓展市场；四是结合贵阳市场特点制定促销策略，具体包括结 合市场制定有针对性的促销策略，开展新型促销，不同阶段采用不同的促销策略。 关键词：电动汽车；市场营销；战略；现状；策略 II Abstract The automobile industry is an important part of our national economy. With the emergence of the energy crisis, people's awareness of environmental protection, the optimization of the development of the automotive industry has become inevitable. As one of the new energy vehicles, the development of electric vehicles is particularly important for the future survival of the industry. In the world, the development of automobile industry in transition has attracted the attention of governments of various countries and regions, and China is no exception. We have carried out corresponding strategic development exploration, hoping to seize the opportunity of new energy development and realize industrial transformation and upgrading. At present, many automobile enterprises in our country pay attention to the problem of power energy in the research process of electric vehicles, actively develop new technologies, research and produce hybrid electric vehicles, in order to seize the market competitiveness of electric vehicles. However, the sales of electric vehicles in the market is not optimistic, affected by many factors, resulting in low sales of electric vehicles, not conducive to the development of electric vehicles in China. Therefore, this paper takes the development of Guiyang electric vehicle market of N company as an example to discuss, in order to provide a reference for the relevant theory and practice. N company has a certain influence in the investment development and sales management of electric vehicles. In the continuous innovation and development, N company needs to formulate marketing strategies to promote the sustainable development of enterprises in accordance with its own actual development needs, in order to achieve sustainable and healthy development of enterprises, which has a positive effect on the development of the entire electric vehicle industry. Use. This paper mainly uses the literature research method and case study, using marketing theory, social marketing theory, relationship marketing theory and organizational marketing theory to carry out research. First, the development status of N electric vehicle market in Guiyang is analyzed, and the market environment of electric vehicle is analyzed. And the internal environment of N company is analyzed, focusing on product, technology, human resources and brand image. Then the SWOT analysis of N company's electric vehicle market development is carried out to clarify the advantages, disadvantages, external opportunities and threats of N company's electric vehicle. Put forward the choice of N company's strategy. Finally, the development III strategy of N electric vehicle market in Guiyang is put forward. Firstly, the general strategy of market development of Guiyang Electric Vehicle of N Company is formulated, which includes the basis of the general strategy of market development of N Company, adopting the market development strategy of low first, then high, step by step; secondly, the product strategy suitable for Guiyang market is formulated. Specifically, it includes paying attention to the market demand of Guiyang, introducing targeted new products, building N company electric vehicle brand in Guiyang, and promoting automobile financial products according to the market characteristics of Guiyang. Third, it formulates reasonable channel strategy according to the market characteristics of Guiyang. It includes the establishment of brand-new automobile sales channels, the use of regional advantages to win the support of Guiyang City government, expand the market; Fourth, combining the characteristics of the market in Guiyang City to formulate promotional strategies, including the specific combination of the market to formulate targeted promotional strategies, carry out new types of promotional, different stages of promotional strategies. Keywords: electric vehicle, marketing, strategy, current situation. IV 目 录 摘要............................................................................................................................. I Abstract ......................................................................................................................... II 1 绪论............................................................................................................................ 1 1.1 研究背景及意义 ........................................................................................... 1 1.1.1 研究背景 ........................................................................................... 1 1.1.2 研究意义 ........................................................................................... 2 1.2 研究内容与方法 ........................................................................................... 4 1.2.1 研究内容 ........................................................................................... 4 1.2.2 研究方法 ........................................................................................... 4 1.3 国内外研究综述 ........................................................................................... 4 1.3.1 从电动汽车购销意愿角度研究 ....................................................... 4 1.3.2 从电动汽车产业发展宏观角度研究 ............................................... 5 1.3.3 从新能源电动汽车商业模式角度研究 ........................................... 6 1.3.4 从电动汽车整体市场营销策略角度研究 ....................................... 6 1.4 研究思路和创新点 ....................................................................................... 7 1.4.1 研究思路 ........................................................................................... 7 1.4.2 主要创新点 ....................................................................................... 8 2 市场营销相关理论.................................................................................................... 9 2.1 社会营销理论 ............................................................................................... 9 2.2 关系营销理论 .......................................................................................