摘要

一百多年来,全球汽车所应用的传统能源是汽油和柴油,汽车工业的高速发

展带给人类诸多的便利,但同时也出现了不容忽视的问题:汽车已经成为石油消

耗的重点领域,是空气污染和气候变化的一个重要来源。如今,节能环保的呼声

愈来愈高,已经成为席卷全球的风潮,为应对气候变化,低碳经济正在成为新一

轮国际经济的竞争焦点和增长点。我国政府宣布,到2020年单位国内生产总值二

氧化碳排放比2005年下降40—45%。为了实现这一目标,我国必须进一步提高清

洁能源利用比例。根据各种能源的发展现状的分析,从资源状况、安全性、经济

性、幵发潜力综合对比,天然气是最现实的能源。因此,天然气作为汽车发动机

燃料日益受到重视,天然气汽车已经成为发展趋势之一。

Y公司作为一家历史悠久的发动机研发生产企业,近年来为相应国家节能减

排的号召,致力于研发清洁高效的发动机产品,开始进入天然气发动机领域,并

将其地处于成都的子公司定位为天然气产品的研发生产基地。2013年8月,公司

.研发的YN30QNE、YN36QNE, YN38QNE等满足国五排放标准的天然气发动机系列新

产品己小批量安装,并逐步幵始推向市场。

本文通过尝试研究Y公司的市场现状和营销战略的应用,结合分析当前国内

节能减排的政策要求以及天然气汽车欧亿·体育（中国）有限公司的发展趋势,来寻找Y公司在天然气汽

车产业的发展机会,力求摸索出有效的营销策赂,抓住市场机遇,在调整产品结

构和发展战略的同时,将公司的营销策略做强,使公司的天然气发动机产品得以

成为公司利润的新的增长点,使企业能够在激烈的竞争当中处于优势地位,实现

自己的战略目标。

关键词:节能减排,天然气发动机,市场定位,营销策略

THE STUDY OF THE MARKETING STRATEGY ABOUT Y

COMPANY'S GAS ENGINE

ABSTRACT

For more than one hundred years the gasoline and diesel has been using as

traditional energy in the car all over the world, high development of industry brings

many convenience to human, but at the same time there are some problems which can

not be ignored: cars have become the focus of the oil consumption areas, atmospheric

pollution and climate change is due to the car's emissions to a large degree. Today,

energy saving and environmental protection becomes popular in a worldwide trend, to

deal with climate change, low carbon economy isr becoming a focus of the

international economic competition and growth. The Chinese government announced

that,by 2020 unit of gross domestic product (GDP) of carbon dioxide emissions will

reduce 40-45% lower than in 2005. To achieve this goal, China must improve the

utilization ratio of clean energy in the further. The analysis from a variety of energy

says, from the resoxirce condition, safety, economy, development potential and

the comprehensive quality of power contrast, natural gas is the most realistic energy.

Therefore, natural gas as automotive engine foel is taken seriously increasingly, the

natural gas vehicle has become one of the developing trend.

Y company has a long history of engine research and development production in

recent years for the corresponding to the call of the national energy conservation and

emissions reduction, Y company is committed to research and development of clean

and efficient engine products,begin to enter gas engine, and its subsidiary in chengdu

positioning for gas product research and development production base. In August 2013

the company developed YN30QNE YN36QNE, YN38QNE whice can meet state

five emission standard new product has small batch installation, and gradually

started to market.

This paper attempts to study the Y company's market present situation and the

application of marketing strategy, combined with the analysis of the current domestic

energy conservation and emissions reduction policy requirements, as well as the

development trend of natural gas vehicle industry, to seek opportunities of Y company

in the natural gas vehicle industry, and then strive to develop effective marketing

strategy, seize market opportunities in the adjustment of product structure and

ill