能源和环境问题作为当今各国广泛关注和频繁研讨的议题，直接关系到社会 的可持续发展。传统汽车欧亿·体育（中国）有限公司由于其能源消耗严重，尾气排放量大等特点，多年 来一直被政府视为改革创新、缓解能源消耗和环境污染的重要领域，加快研发推 广新能源汽车应是题中之义和大势所趋。随着网络时代的到来，共享经济已经融 入各行各业，新能源汽车由于存在其价格高、充电难以及续航历程短等问题，使 其难以在私人领域得到快速发展，因此共享模式成为未来新能源汽车进军汽车行 业的重要商业模式。 易享行微公交项目是依托网络化、密集化的充电服务站点，采用新能源汽车 分时租赁、长期租赁、团体租赁等模式，集共享使用、异地归还、充停免费等服 务方式于一体的便民服务工程。目前易享行微公交尚处于业务拓展阶段，因此探 究现行条件下易享行微公交市场拓展问题，对于其扩大市场份额和推广新能源汽 车具有重要的意义。本文以甘肃易享行微公交项目为研究对象，首先对新能源汽 车推广现状以及国内外关于共享汽车分时租赁的商业模式的研究现状进行了分 析。其次，对易享行微公交的运行状况以及面临的主要问题进行了分析，并运用 PEST 分析方法分析了宏观环境，在此基础上利用 SWOT 工具分析了易享行面临的 外部机会、外部威胁、内部优势以及内部劣势，认为企业的竞争优势大于竞争劣 势，机会大于威胁；然后在业务拓展策略原则的指导下，运用 STP 理论分析了易 享行微公交的细分市场、目标市场、市场定位，为营销策略制定和选择奠定了坚 实的基础，在此基础上制定了密集型营销增长策略。最后，从市场渗透、市场开 发、产品开发三方面提出了业务拓展策略的优化建议，并从组织管理、人力资源、 营销预算与营销计划四个方面提出来业务拓展策略实施的保障措施。 关键词，易享行微公交，业务拓展，营销策略MBA 学位论文 作者，石岩 题目甘肃易享行新能源发展有限公司微公交业务拓展问题研究 III ASTUDY ON BUSINESS DEVELOPMENT OF THE MINI BUS PROJECTAT GANSUYIXIANGXING NEW ENERGY DEVELOPMENT CO., LTD. Abstract As a topic of widespread concern and frequent discussion in various countries, energy and environmental issues are directly related to the sustainable development of our society. Due to its serious energy consumption and large exhaust emissions, the traditional automobile industry has been regarded as an important area for reform and innovation, alleviating energy consumption and environmental pollution deficits for many years. Accelerating research and development and promotion of new energy vehicles should be the meaning of the topic and the trend of the times. With the advent of the Internet age, the sharing economy has been integrated into all walks of life. Due to its high price, difficult charging and short battery life, it is difficult to develop rapidly in the private sector. Therefore, the sharing model becomes the future new energy vehicle. Entering an important business model for the automotive industry. The Yixiangxing micro-bus project is based on a networked and intensive charging service site. It adopts new energy vehicle time-sharing, long-term lease, group leasing and other modes, and integrates the use of shared services, repatriation, and free of charge. Convenience service project. At present, Yixiangxing Mini Bus is still at the stage of market expansion. Therefore, it is of great significance to explore the developmentissue of Yixiangxing mini bus market under the current conditions, which is to expand its occupation of market share and promote new energy vehicles.This paper takes Gansu Yixiangxing mini bus project as the research object. Firstly, this paper analyzes the current situation of new energy vehicle promotion and the research status of domestic and foreign business models of time sharing. Secondly, it analyzes the operation status and main problems of Yixiangxing mini bus project, and uses PEST to analyze the macro environment. Based on this, SWOT tools are used to analyze the external opportunities, external threats and internal advantages faced by Yixiangxing. The internal disadvantage is that the competitive advantage ofMBA 学位论文 作者，石岩 题目甘肃易享行新能源发展有限公司微公交业务拓展问题研究 IV the enterprise is greater than the competitive disadvantage, and the opportunity is greater than the threat. Then, under the guidance of the marketing strategy principle, the STP theory is used to analyze the market segment, target market and market positioning of Yixiangxing micro-bus, and develop the marketing strategy. And the choice laid a solid foundation, based on which an intensive marketing growth strategy was developed. Finally, from the three aspects of market penetration, market development and product development, the marketing strategy optimization suggestions are put forward, and the safeguard measures for developmenttactics implementation are proposed from four aspects: organization management, human resources, marketing budget and marketing plan. Keywords: Yixiangxing Company, mini bus, Business development,Marketing strategyV 目录 中文摘要.....................................................................................................II Abstract.....................................................................................................III 一、绪论......................................................................................................1 （一）研究背景及意义........................................................................................1 1、研究背景 ...................................................................................................................... 1 2、研究意义 ...................................................................................................................... 3 （二）文献综述....................................................................................................3 1、电动汽车推广模式研究 .............................................................................................. 3 2、汽车共享租赁模式研究 .............................................................................................. 4 3、我国共享汽车发展研究 .............................................................................................. 7 （三）研究内容与思路........................................................................................8 1、研究内容 ....................................................................................................................... 8 2、研究思路 ...................................................................................................................... 9 （四）研究工具与方法......................................................................................10 1、研究工具 .................................................................................................................... 10 2、研究方法 .................................................................................................................... 11 二、基本概念与相关理论基础...............................................................12 （一）基本概念..................................................................................................12 1、共享经济 .................................................................................................................... 12 2、共享汽车 .................................................................................................................... 12 3、微公交 ........................................................................................................................ 12 （二）相关理论..................................................................................................13 1、市场拓展理论 ............................................................................................................ 13 2、营销战略理论 ............................................................................................................ 13 三、易享行微公交业务运行现状及面临的主要问题...........................16 （一）国内共享汽车市场现状..........................................................................16 （二）易享行微公交业务概述及运行情况......................................................17 1、易享行微公交概述 ...............................................................................................