中国汽车工业经历了50多年的快速发展现已形成了一定的规模，成为世界第一大汽车制造国、第一大汽车消费市场。虽然汽车产业在国民经济中占据越来越重要的地位。然而石油能源将出现供需矛盾，汽车使用成本将越来越高，迫使传统汽车产业产销增速大大降低。此时，新能源汽车的发展便是大势所趋。

本文通过对浙江民营企业众泰新能源汽车的研究，从环境、营销战略优劣进行详细解析，并从中找出有待改进的地方进行战略创新。

环境主要从宏观环境和微观环境进行解析，PLEST中主要突出political。微观环境主要运用SWOT分析法全面讲解并结合众泰公司实际进行概括、总结。

在对营销战略(4P)优劣分析过程中，有别于众泰公司战略提出了自己的观点，主要认为主攻公务市场，大胆采用高价撇脂策略，市场地位策略上采取市场领导者策略，做当地最大的电动汽车生产供应销售商，巩固市场领先地位。这样会更具有战略高度。

本课题的研究价值，在于从提高营销战略角度，促进民营小企业小品牌利用新能源政策发展为大企业大品牌，打造强势品牌为例，争取利用新能源弯道超车，从而提高我国汽车产业的整体竞争力。浅析促进新能源汽车发展对汽车产业有重要的指导意义。

关键词：众泰汽车公司；营销战略；新能源

Abstract

China's auto industry has experienced 50 years of rapid development has formed a certain scale, the world's largest auto manufacturer, the largest automotive consumer market. Although the automotive industry to occupy an increasingly important position in the national economy. Oil energy supply and demand, will be increasingly high cost of car use, forcing the traditional auto industry sales growth greatly reduced. At this point, the development of new energy vehicles is a general trend.
From the environment, marketing strategy, the merits of private enterprises in Zhejiang Zotye new energy vehicles, more analytical, strategic innovation and to identify areas for improvement.
Environment from the macro environment and micro environment to resolve PLEST mainly prominent political. The micro-environment SWOT analysis to fully explain the combination of Thai people actually generalize, summarize.
Marketing strategy (4P) the pros and cons analysis of the process, the company's strategy is different from the Thai people put forward their point of view, that the main official market, bold use of the high price skimming strategy, market position strategy to take market leader strategy to do the largest local electric vehicle production and supply vendors, to consolidate the market leadership position. It would be more strategic height.
The research value of this project is to improve the marketing strategy point of view, small private enterprises brand new energy policy development for large enterprises and brands to build strong brands, for example, for the use of new energy overtaking around the curve, thereby enhancing China's automobile industry overall competitiveness. Analysis on How to Promote the significance in guiding the development of new energy vehicles on the automotive industry.

Keywords: car company of Zotye; marketing strategy; new energy

目录
第一章引言 1
第二章新能源汽车发展历程 2
2.1 新能源汽车简介 2
2.2 浙江众泰简介 2
第三章浙江众泰营销环境分析 3
3.1 浙江众泰新能源汽车营销环境分析 3
3.2 汽车营销宏观环境 3
3.3 新能源汽车营销微观环境 4
3.3.1 浙江众泰新能源汽车市场竞争分析 4
3.3.2 浙江众泰新能源汽车购买群体分析 7
3.3.3新能源目标市场策略分析 8
第四章浙江众泰新能源汽车营销战略优劣分析 9
4.1产品策略 9
4.1.1生命周期 9
4.1.2品牌策略 10
4.2定价策略 11
4.2.1 概述 11
4.2.2产品定价策略 12
4.3渠道策略 13
4.3.1分销渠道概述 13
4.3.2分销渠道管理 13
4.4促销策略 14
第五章 众泰营销战略创新 16
5.1 加强品牌建设 16
5.2 营销战略与营销环境的结合 17
5.3 抓住机遇顺势而上 18
结束语 20
致谢 21
参考文献 22