分类号 密级
UDC 编号
专业硕士研究生
学位论文
论文题目：零跑新能源汽车公司营销策略优化研究
英文题目：Research on Marketing Strategy
Optimization of LEAPMOTOR
New Energy Vehicle Company
学 院 泛亚商学院
专业学位类别 工商管理
专业学位领域 市场营销
研究生姓 名 马龙学 号 2020350041
导 师 姓 名 向绍信职 称讲师
2022 年 11 月 29 日
独创性声明
本人声明所呈交的学位论文是我 个人在导师指导下进
行的研究工作及取得的研究成果。尽我所知，除文中已经标
明引用的内容外，本论文不包含任何其他个人或集体已经发
表或撰写过的研究成果。对本文的研究做出贡献的个人和集
体，均已在文中以明确方式标明。本人完全意识到本声明的法
律后果由本人承担。
学位论文作者签名：
2022 年 11 月 29 日
学位论文版权使用授权书
本学位论文作者完全了解学校有关保留、使用学位论文
的规定，即：学校有权保留并向国家有关部门或机构送交论
文的复印件和电子版，允许论文被查阅和借阅。本人授权云
南师范大学可以将本学位论文的全部或部分内容编入有关
数据库进行检索，可以采用影印、缩印或扫描等复制手段保
存和汇编本学位论文。
学位论文作者签名：指导教师签名：
2022 年 11 月 29 日 2022 年 11 月 29 日
摘要
摘 要
随着全球能源危机不断加剧和环境污染问题日益凸显，绿色低碳发展已成
为全球经济可持续发展的必然选择。发展新能源汽车产业，俨然成为这一选择
之下全球汽车工业转型的战略工程。在产业政策和资本市场的刺激下，新能源
汽车企业在我国如雨后春笋般出现，新能源汽车市场进入了百家争鸣的新阶段。
现有新能源车企的市场营销策略还存在低效、不够完善等问题。在白热化的行
业竞争中，现有新能源车企如要保持领先优势、不被挤出赛道，除了需拥有优
势造车技术外，还需构建一套切实高效的市场营销策略。
基于此，本文以零跑新能源汽车为研究对象，对零跑新能源汽车公司的市
场营销策略问题展开研究。本文通过文献研究法、实地调查法和比较分析法对
零跑新能源汽车的营销策略进行具体研究。首先，运用4Ps 营销理论对零跑新能
源汽车的市场营销现状进行探究，总结分析出其现阶段存在的问题。其次，对
零跑新能源汽车进行宏观环境、欧亿·体育（中国）有限公司竞争环境以及 SOWT 分析，并运用 STP 营
销战略理论深入分析其细分市场，聚焦零跑新能源汽车的市场营销策略，提出
了相关优化措施；产品方面，零跑汽车应该继续坚持全域自研路线来打造产品
核心竞争力；价格方面，零跑汽车应该利用全域自研带来的成本优势，制定出
更具竞争优势的产品价格；渠道方面，零跑汽车需加快交付中心建设，深化线
下体验中心网点布局；促销方面：公司应根据消费者的需求来制定多元化的终
端权益促销方案。最后，本文从人力资源、企业制度和企业文化三个方面提出
营销策略高效执行的保障方案。
本文通过对零跑新能源汽车营销现状及所面临的市场环境进行分析，运用
市场营销理论，结合新能源汽车新零售模式，提出市场营销策略的优化方案，
为零跑新能源汽车在市场竞争中保持领先优势，同时为其他新能源汽车企业营
销策略的制定提供助力和参考。
关键词：零跑新能源汽车；营销策略；4Ps；优化措施
I Abstract
Abstract
As the global energy crisis continues to intensify and environmental pollution
problems become increasingly prominent, green and low-carbon development has
become an inevitable choice for the sustainable development of the global economy.
The development of the new energy automobile industry has become a strategic
project for the transformation of the global automobile industry under this choice.
Stimulated by industrial policies and the capital market, new energy vehicle
companies have sprung up in my country, and the new energy vehicle market has
entered a new stage of contention. There are still problems such as inefficiency and
imperfection in the marketing strategies of existing new energy vehicle companies. In
the white-hot industry competition, if existing new energy vehicle companies want to
maintain their leading edge and not be squeezed out of the track, in addition to having
superior vehicle manufacturing technology, they also need to build a set of practical
and efficient marketing strategies.
Based on this, this paper takes LEAPMOTOR new energy vehicle as the
research object and studies the marketing strategy of LEAPMOTOR new energy
vehicle company. This paper conducts a specific study on the marketing strategy of
LEAPMOTOR new energy vehicles through literature research method, field
investigation method and comparative analysis method. First, use the 4Ps marketing
theory to explore the marketing status of LEAPMOTOR new energy vehicles, and
summarize and analyze the existing problems at this stage. Secondly, analyze the
macro environment, industry competition environment and SOWT of LEAPMOTOR
new energy vehicles, and use STP marketing strategy theory to deeply analyze its
market segments, focus on the marketing strategy of LEAPMOTOR new energy
vehicles, and put forward relevant optimization measures. In terms of products:
LEAPMOTOR should continue to adhere to the global self-research route to build the
core competitiveness of its products. In terms of price: LEAPMOTOR should make
use of the cost advantage brought by self-research in the global market to formulate a
more competitive product price. In terms of channels: LEAPMOTOR needs to speed
II Abstract
up the channel construction of the delivery center and deepen the network layout of
the offline experience center. Promotion: The company should pay attention to
changes in consumer demand in a timely manner and formulate diversified terminal
rights and interests promotion plans. Finally, from the three aspects of human
resources, corporate system and corporate culture, it proposes a guarantee scheme for
the efficient implementation of marketing strategies.
This paper analyzes the current situation of LEAPMOTOR new energy vehicle
marketing and the market environment it faces, uses marketing theory, and combines
the new retail model of new energy vehicles to propose an optimization plan for
marketing strategies, so that LEAPMOTOR new energy vehicles are in the market
competition. Maintain the leading edge and provide assistance and reference for the
formulation of marketing strategies of other new energy vehicle companies.
Key words: LEAPMOTOR new energy vehicle; Marketing strategy; 4Ps;
Optimization measures
III