【作者】 李斌；

【导师】 刘玉红；

【作者基本信息】 吉林大学 ， MBA（工商管理硕士）（专业学位）， 2021， 硕士

【摘要】 随着中国经济不断发展,社会不断进度,人民生活水平不断提高,人民对美好生活的向往也越发强烈。汽车便是提升人民生活品质的一个重要工具,给我们的出行带来了极大的便利。据公安部数据,2020年我国机动车保留量为3.72亿辆。庞大的机动车体量,虽然给我们的学习、工作、生活带来了巨大方便,但不仅需要大量的进口石油等资源来维持,还对空气造成了严重污染。为了减缓能源压力,减少环境污染,我国在2001年提出了“新能源战略”。2008年是我国“新能源汽车元年”。通过政策驱动,新能源汽车产业链迅猛发展,力争实现“弯道超车”。2020年全年生产新能源车136.6万辆,截止到2020年12月,我国的新能源汽车市场保有量达到492万辆,占全球新能源车保有量的51.4%。鹏辉公司,成立于2001年,自2013年进入动力电池领域后,已经先后与众泰、银隆、东风、上通五、长安、奇瑞等国内主要汽车品牌合作。经多年的探索,确定以方型磷酸铁锂电池为主要技术路线。并在市场中占有一定的地位,连续在2018年至2020年,新能源专用车磷酸铁锂动力电池出货量排名全国前列,本文旨在如何维护现在的市场地位,并做出进一步的提升,增加市场占有率。本文先通过对鹏辉公司的营销现状进行描述,目前鹏辉公司聚焦的细分市场在微型新能源乘用车和新能源商用车,此两个细分市场的电池产品要求具有低价格特点,而鹏辉公司的磷酸铁锂电池恰满足这种市场需求。但是2020年我国新能源乘用车的销量达到99万辆以上,中高级乘用车的市场需求还在持续放大,鹏辉公司暂时未打开此板块市场。本文再通过对营销宏观环境分析,使用PEST分析方法;微观环境分析,使用波特五力分析理论以及SWOT分析法对鹏辉公司汽车动力电池产品的营销环境进行分析,了解市场现状和未来的发展趋势。通过STP进行市场细分,找准细分市场,鹏辉的现有产品适合微型新能源乘用车市场和新能源专用车市场,开拓中高级新能源乘用车市场。参考4P营销策略,找准营销组合,并确保此营销组合的实施。鹏辉公司已经在与广汽新能源进行联合开发,已经为进入中高级新能源乘用车市场做了初步的市场布局,但这仍与头部企业有较大差距,仍需进一步加大此板块的技术投入、设备投入、资金投入等,进而在此细分市场占据一席之地。通过以上方法和研究,延续鹏辉能源在新能源汽车动力电池领域的市场份额,并扩大现有业务量。从而增强鹏辉公司在新能源汽车动力电池领域复杂的竞争环境当中,取得更多的市场份额。更多还原

【Abstract】 With the rapid development of Chinese economic,the progress of our society and the gradual improvement of people,s living-stadard,there is an increasing demand of people who pursue for a better life.The vehicle is an important tool to improve people,s living-standurd,making it more easy to get out.According to the Ministry of Public Security,we have retained 372 million motor vechicles in 2020.Although the huge volume of motor vehicles has brought great convenience to our study,work and life,they not only need a large amount of imported oil and other resources to maintain,but also cause serious pollution to the air.In order to relieve energy pressure and reduce environmental pollution,China puts forward the "New Energy Strategy" in 2001.2008 is the first year of China’s new energy vehicles.Driven by the policie,the industry chain of new energy vehicles is developing rapidly and striving to achieve "overtaking at corners".In 2020,1.366 million new energy vehicles have been produced throughout the year.As of December 2020,the number of new energy vehicles in China reaches 4.92 million,accounting for 51.4% of the global number of new energy vehicles.Great Power was founded in 2001.Since it entered the power battery field in2013,it has cooperated with Zotye,Yinlong,Dongfeng,SGMW,Changan,Chery and other major domestic automobile brands successively.After years of exploration,the square type lithium iron phosphate battery was determined as the main technical route.And occupy a certain position in the market.From 2018 to 2020,the shipment of lithium iron phosphate power batteries for new energy vehicles ranked top in China.This paper aims to maintain the current market position and make further improvement to increase market share.This paper first describes the marketing status of Great Power.At present,the market segments Great Power focuses on are mini new energy cars and new energy commercial vehicles.The battery products of these two market segments require low prices,and the lithium iron phosphate battery of Great Power just meets this market demand.However,the sales volume of new energy passenger cars in China will reach more than 990,000 in 2020,and the market demand for senior passenger cars is still expanding.Great Power has not opened this market segment for the time being.In this paper,through the marketing macro environment analysis,PEST analysis method;Micro environment analysis,using Porter’s five forces analysis method and SWOT analysis method to analyze the marketing environment of automotive power battery products of Great Power,to understand the current market situation and future development trend.Through STP to segment the market and identify the market segments,the existing products of Great Power are suitable for the mini new energy passenger car market and the new energy special car market,so as to develop the senior new energy passenger car market.Referring to the 4P marketing strategy,find the right marketing mix,and ensure the implementation of the marketing mix.Great power is already in joint development with GAC New Energy,new energy passenger car market has to enter the senior car,made a preliminary market layout,but it still have larger gap,with the head enterprises still need to further strengthen the technology,equipment,investment,capital investment of the plates and then hold position in this market segment.Through the analysis of marketing macro environment,this paper will use PEST analysis method;Micro-environment analysis,using Porter’s five forces analysis method and SWOT analysis method to analyze the marketing environment of new energy vehicle power battery products of Great Power Company,to understand the current market situation and future development trend.Using STP market segmentation,to identify the market segment,Great Power products suitable for new energy special vehicle power battery market.Referring to the 4P marketing strategy,find the right marketing mix and ensure the implementation of this marketing mix.Through the above methods and research,the market share of Great Power in the field of new energy vehicle power batteries will be extended and the existing business volume will be expanded.In this way,Great Power can achieve more sales in the complex competitive environment in the field of power batteries for new energy vehicles.Through the above methods and research,the market share of Great Power in the field of new energy vehicle power batteries will be extended and the existing business volume will be expanded.In this way,Great Power can gain more market share in the complex competitive environment in the field of power batteries for new energy vehicles.更多还原