大连理工大学专业学位硕士学位论文
摘
要
近年来，为了实现三大战略目标，国家将新能源汽车事业作为战略产业。HK公司
积极响应国家号召，自成立初期便开始踏入新能源汽车领域。虽然公司已在新能源汽车
领域深耕多年，但目前无论从企业综合实力、品牌知名度、车辆成本、车型覆盖面、技
术实力还是商务政策等方面均和主流客车企业存在差距，竞争优势不明显。本文旨在通
过对 HK公司新能源城市客车市场开拓实际情况进行分析，找出存在问题并分析原因，
提出符合 HK公司市场开拓的相关策略。
经过对HK公司销售情况分析，2018年至2020年间，HK公司的整车销量不佳，尤
其是受新冠疫情影响的2020年，整车销量降幅近8成。为维持一定的产销平衡，公司
转而生产售价较低的专用车产品，如环卫车、渣土车等。但因专用车的附加值较低，致
使总销售收入大幅下滑。针对HK公司的市场开拓现状，本文首先对HK公司在市场开拓
上存在问题以及问题产生的原因进行了详细分析，主要问题有：产品规划失利，营销手
段单一，客户关系薄弱以及人员储备及激励欠佳。问题产生的原因：一是缺少深入的战
略规划及市场定位；二是营销思维与市场开拓不匹配；三是客户关系缺乏系统性管理；
四是营销系统人力资源管理不足。其次，本文应用 STP营销战略理论、4P营销策略理
论、关系营销理论以及期望理论，系统地提出了相对应的解决措施，主要有：一是通过
科学化决策，实现企业明晰定位；二是基于 4P营销策略，采用多元化营销模式；三是
营造关系常态化，进行客户关系管理；四是建立人性化制度，优化营销系统人员管理。
最后，本文从“人（营销人员）、财（资金）、物（服务）”等角度出发，提出系列保
障措施，确保解决方案可以落地实施。
本文的研究有助于明晰 HK公司的市场定位、找准差异化产品优势以及探索创新的
市场开拓思路，为 HK新能源客车市场开拓提供框架思路。
关键词：新能源客车；市场开拓策略；HK公司
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HK新能源城市客车市场开拓策略研究
Research on HK Company’s New Energy City Bus Market Development
Strategy
Abstract
In recent years, in order to achieve the three major strategic objectives, the country takes
the new energy vehicle industry as a key strategic emerging industry. HK company has actively
responded to the call of the state and started to step into the field of new energy vehicles since
its early establishment. Although the company has been deeply engaged in the field of new
energy vehicles for many years, there is a gap between the company and the mainstream bus
companies in terms of comprehensive strength, brand awareness, vehicle cost, model coverage,
technical strength and business policy, and the competitive advantage is not obvious. This
thesis aims to find out the existing problems and analyze the reasons by analyzing the actual
situation of new energy city bus market development of HK company, and put forward the
relevant strategies in line with the market development of HK company.
After analyzing the sales situation of HK company, the sales volume of HK company was
poor from 2018 to 2020, especially in 2020, which was affected by COVID-19, the vehicle
sales volume dropped by nearly 80. In order to maintain a certain balance between production
and sales, the company turns to produce special vehicle products with lower prices, such as
sanitation vehicles, muck vehicles, etc. However, due to the low added value of special vehicles,
the total sales revenue fell sharply. In view of the current situation of market development of
HK company, this thesis first makes a detailed analysis on the problems existing in market
development of HK company and the causes of the problems. The main problems are: failure of
product planning, single marketing means, weak customer relationship and poor personnel
reserve and incentive. Reasons for the problems: first, the lack of in-depth strategic planning
and market positioning; Second, marketing thinking does not match market development; Third,
the lack of systematic management of customer relationship; Fourth, the human resource
management of the marketing system is insufficient. Secondly, this thesis systematically puts
forward the corresponding solutions by using the four theories of STP marketing strategy
theory, 4P marketing strategy theory, relationship marketing theory and expectation theory,
mainly including: first, realize the clear positioning of enterprises through scientific
decision-making; Second, based on 4P marketing strategy, adopt diversified marketing mode;
Third, create normalization of relationship and conduct customer relationship management;
Fourth, establish humanized system and optimize marketing system management. Finally, this
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大连理工大学专业学位硕士学位论文
thesis puts forward a series of safeguard measures from the perspective of "people (marketing
personnel), Finance (capital) and materials (services)" to ensure that the solution can be
implemented.
The research of this thesis helps to clarify the market positioning of HK company, identify
the advantages of differentiated products and explore innovative market development ideas, so
as to provide a framework for the market development of HK new energy buses.
Key Words: NEV; Market Development Strategy; HK company
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