新能源汽車(chē)的市場(chǎng)現(xiàn)狀及其營(yíng)銷(xiāo)策略研究——基于廣州消費(fèi)者調(diào)查

1、 獨(dú)創(chuàng)性聲明 獨(dú)創(chuàng)性聲明 本人聲明所呈交的學(xué)位論文是本人在導(dǎo)師指導(dǎo)下進(jìn)行的研究工作及取得的研究成果。除了文中特別加以標(biāo)注和致謝的地方外，論文中不包含其他人已經(jīng)發(fā)表或撰寫(xiě)過(guò)的研究成果，也不包含為獲得 暨南 暨南大學(xué) 大學(xué) 或其他教育機(jī)構(gòu)的學(xué)位或證書(shū)而使用過(guò)的材料。與我一同工作的同志對(duì)本研究所做的任何貢獻(xiàn)均已在論文中作了明確的說(shuō)明并表示謝意。 學(xué)位論文作者簽名： 簽字日期： 年 月 日 學(xué)位論文版權(quán)使用授權(quán)書(shū) 學(xué)位論文版權(quán)

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3、 簽字日期： 學(xué)位論文作者畢業(yè)后去向： 工作單位：電話： 通訊地址：郵編： 暨南大學(xué)碩士學(xué)位論文 II Abstract Contrast with the high energy consumption and high pollution of the traditional fuel vehicles, new energy vehicles’ environmental burden is small. Combi

4、ned with the “Internet“ environment, new energy automobile with intelligent and humanization is the future direction of the car. However new energy vehicles is “applauded flop“, the purpose of this paper aims to identify

5、 constraints from consumer perspective of new energy market, and puts forward some countermeasures and suggestions. Firstly, analysis the macro and micro environment of new energy vehicle development, use questionnaire o

6、n consumer research, analysis the consumer demand, construct the figure of new energy automotive consumers portrait, find out the potential intention to purchase of new energy automobile cognition. Study finds that consu

7、mers who have cars mainly 30 and above, are high-end user groups, low sensitivity to price, like challenges and the experience of new high performance of cars and will to paying the price; and potential consumers are lac

8、k of cognition about product, price and other aspects of new energy vehicles. According to the results of the previous analysis combined with the 4C theory framework, this paper from the consumer, cost, convenience, comm

9、unication four aspects to give countermeasures and suggestions. To consumers, the future of new energy vehicles should not only meet the demand as the tool car, at the same time to connect the convenience of Internet lif

10、e, so car + Internet is development direction, the future new energy vehicles will achieve intelligent, interconnected; from the cost, the financing lease and lease will reduce the cost of consumer purchase; convenience,

11、 allow a variety of charging development model of parallel, use Internet to build charging information service platform; communication, taking the customer as the center, put great importance to the dissemination and mar