汽车产业作为保障我国经济持续增长的支撑产业之一，其健康发 展至关重要。近年来，我国汽车产业在全球市场中的地位实现了飞跃 式提升，已经成为全球汽车工业的核心力量之一。2012 年，由国务 院颁布了《节能与新能源汽车产业发展规划（2012-2020 年）》，明确 了新能源汽车发展的目标与方向。在 2015 年，《中国制造 2025》颁 布，文件清晰指出发展汽车产业是制造强国战略的必然选择。2017 年，政府《汽车产业中长期发展规划》文件正式发布，指出汽车产业 是推动新一轮科技革命和产业变革的重要力量，是建设制造强国的重 要支撑，也是国民经济的重要支柱。 当前我国汽车产业正在步入升级转型、由大变强的战略发展机遇 期。中国自主汽车品牌在新能源领域面临着许多机遇，无论是国家政 策，还是市场环境，对新能源汽车而言都是大有裨益的。在这样有利 的发展环境之下，新能源汽车企业应当牢牢抓住发展机遇，完成企业 战略升级，提升新能源汽车的经营与销售能力。 本文主要以名爵新能源汽车为研究对象，通过对名爵新能源汽车 现阶段所采取的营销手段展开分析，发现了该品牌汽车在发展过程中 所面临的问题，结合 PEST、STP 理论分析及 6P 营销组合策略，重新 规划了该品牌汽车的产品策略、渠道策略、价格策略、促销策略、公 共关系策略、以及政治权力策略，并针对性地提出了保障和实施方案。 产品策略方面，建议名爵新能源汽车加快纯电动车型的推出，覆盖多II 个级别细分市场，并且使用三元锂电池，满足消费者所提出的诸如出 行里程长、充电时间短、车型丰富、科技含量高等要求。渠道策略方 面，提出迅速开拓一二线市场渠道，发展二级经销商网络建设模式， 创新线上营销渠道。价格策略方面，制定符合需求导向的价格策略， 同时采取“裸车销售+电池租赁”商业模式，以此来消除消费者对新能 源汽车动力电池可靠性的担忧，降低汽车售价。促销策略方面，利用 创新型汽车金融产品提振销售，转变促销思想，建议采取诸如深度体 验营销、强化品牌认知的整合营销等策略，加强客户对产品的印象与 感知，达到提高产品知名度的目标。公关策略方面，重新塑造名爵品 牌形象，加强品牌沟通，提升沟通成效，创造名爵粉丝文化，组织开 展车主活动，娱乐综艺广告植入等方式展开营销计划，提高品牌知名 度，推动品牌力迅速提升。政治权力策略方面，对政府政策进行研读 解析，在此基础上，通过从公司内部，到组织用户，从组织用户到整 个市场的逐步推广策略，实现提高市场占有率的目标。 关键词:新能源汽车，6P 营销理论，汽车营销策略III ABSTRACT As one of the supporting industries that guarantee the sustained growth of China's economy, the automobile industry is vital to its healthy development. In recent years, China's automobile industry h as achieved a leap in the global market and has become one of the core strengths of the global automotive industry. In 2012, the State Council promulgated the “Energy Conservation and New Energy V ehicle Industry Development Plan (2012-2020)”, which clarified the goals and directions for the development of new energy vehicles. In 2015, Made in China 2025 was promulgated, and the document clearly pointed out that the development of the automobile industry is an inevitable choice for the strategy of manufacturing a strong country. In 2017, the government's Long-term Development Plan fo r the Automotive Industry document was officially released, pointin g out that the automobile industry is an important force to promote a new round of scientific and technological revolution and industri al transformation, an important support for building a manufacturing power, and an important pillar of the national economy. At present, China's automobile industry is entering a period of strategic development opportunities from upgrading to transformation and from large to strong. According to the data released by the CIV hina Association of Automobile Manufacturers, in 2017, a total of 7 94,000 new energy vehicles were produced nationwide, an increase of 53.8% compared with 2016, and the share of new energy vehicl es in the entire automobile market was 2.7%. It shows the situation of explosive growth and so on. China's independent automobile br ands face many opportunities in the field of new energy. Both natio nal policies and market environment are of great benefit to new en ergy vehicles. Under such a favorable development environment, ne w energy automobile enterprises should firmly grasp the developme nt opportunities, complete the strategic upgrade of enterprises, and e nhance the operation and sales capacity of new energy vehicles. This paper mainly takes the MG New Energy Vehicle as the r esearch object. Through the analysis of the marketing methods adop ted by the MG New Energy Vehicle at the present stage, it discove rs the problems faced by the brand automobile in the development process, combined with PEST, STP theoretical analysis and 6P mark eting. The combination strategy re-planned the brand's product strate gy, channel strategy, price strategy, promotion strategy, public relatio ns strategy, and political power strategy, and put forward the protec tion and implementation plan. In terms of product strategy, it is rec ommended that MG New Energy accelerate the launch of pure elec tric vehicles, cover multiple levels of market segments, and use ternV ary lithium batteries to meet consumer demand such as long travel mileage, short charging time, rich models, and scientific content. Hi gher requirements. In terms of channel strategy, it is proposed to ra pidly develop first- and second-tier market channels, develop second ary dealer network construction models, and innovate online marketi ng channels. In terms of price strategy, a price-oriented strategy is adopted, and a “naked car sales + battery rental” business model is adopted to eliminate consumer concerns about the reliability of ne w energy vehicle power batteries and reduce the price of automobil es. In terms of promotion strategy, we use innovative auto finance products to boost sales and change sales ideas. We recommend strat egies such as in-depth experience marketing and integrated brand a wareness enhancement to enhance customer impressions and percepti ons of products and achieve product awareness. . In terms of publi c relations strategy, re-shaping the brand image of the MG, strength ening brand communication, improving communication effectiveness, creating a culture of MG fans, organizing car owners activities, an d advertising variety advertisements to launch marketing plans, incre asing brand awareness and promoting brand power. In terms of poli tical power strategy, the government policy is studied and analyzed. On this basis, the goal of increasing market share is achieved thro ugh the gradual promotion strategy from the inside of the companyVI to the organization of users and from the organization of users to the entire market. Key words：new energy vehicle, 6P marketing theory, automobile marketing strategyVII 目 录 摘要...............................................................................................................................I ABSTRACT.................................................................................................................III 第一章 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 国内外汽车营销文献综述...............................................................................2 1.2.1 传统汽车营销理论的研究.....................................................................2 1.2.2 新能源汽车营销理论研究.....................................................................3 1.3 研究内容及方法...............................................................................................5 1.3.1 研究主要内容.........................................................................................5 1.3.2 研究方法.................................................................................................6 第二章 概念界定及理论基础...................................................