【作者】 王健；

【导师】 高炳华； 马全丽；

【作者基本信息】 华中师范大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 随着环保问题和国家能源安全逐步上升到了一个战略的高度,近年来,国家不断调整新能源汽车补贴政策,加剧了市场化的竞争,也让新能源汽车全面切换燃油车的进程,加快了脚步。同时不能适应中国市场竞争形势的企业,正逐步退出。比如2020年伊始退出乘用车市场的东风雷诺,还有广汽菲亚特,长安铃木等。与此同时,也仍有新新品牌在不断涌现。其中最具代表性的自主品牌就是蔚来、理想和小鹏这三家新能源汽车企业。而本文研讨的DL品牌,正肩负着DF集团冲击高端中高端新能源车的使命,乘势而来。本文以DL新能源汽车营销策略为研究对象,通过查阅文献资料、PEST模型分析营销环境,SWOT模型分析等研究方法,最终制定合适的营销策略。在分析的过程中,重点对比分析了蔚来,理想汽车等企业的营销策略,找到其中的经验借鉴,同时针对支撑DL的高端定位,品牌溢价相对不足,以及集团自主品牌产品市场占有率相对较低等劣势,结合4P理论,给出以下品牌营销策略的设计与建议:在产品策略上,主打平台化的构建,宣传DL的品牌价值,作为国产自主品牌的中坚力量,承担着品牌向上突围的历史责任。同时辅以高性价比的配置,产品策略上,主要围绕“零焦虑”进行产品布局。价格策略上,紧随汽车消费升级大趋势,参考核心竞品定价。渠道策略上,坚持直营店经营管理模式,同时加快直营店网点的铺设速度,并合理利用线上营销模式,加强品牌的曝光度。促销策略上,多发展粉丝经济,培养品牌忠诚度。同时推进体验式营销,跨界品牌营销,短视频营销等多方位的促销策略。通过深度观察消费者的生活场景,将DL品牌的豪华属性融入人们的生活体验,赋予品牌人格化。通过以上分析工具的全面解析,总结得出的4P营销策略,可以最大程度规避风险,助力DL新能源汽车在存量市场上不断扩大份额占比,在竞争激烈的中国汽车市场上实现民族汽车品牌复兴的宏伟蓝图。更多还原

【Abstract】 With the environmental protection and national energy security becoming more and more important,even uprising to the level of national security.In recent years,China had constantly adjusted the New energy subsidy policy,which leads to a more competive.market,and also accelerated the process for BEV replacing oil consumption vehicles.Companies who can not catch up the pace,are getting knocked out in China market.For example,Dongfeng Renault,who had quit the passenger car market since the beginning of 2020,GAC Fiat and Chang’an Suzuki are also in the list.Even though the tough environment,there are still new brands coming out.NIO,LIXIANG and X-peng are the most representative Chinese brands Among them.And DL new energy vehicles discussed in this paper,cover the mission of DF group evoluation,transformed to luxury brand.Through research of DL new energy vehicle marketing strategy,consulting literature,analysing marketing environment by PEST model,SWOT model and other tools.Summary them to form the appropriate marketing strategy.During analysis,I focused on comparing the marketing strategy of NIO,LIXIANG and other companies,and concluded the experience for reference.Meanwhile,for over-coming the weakness about poor premium to support luxury positioning,and also the low market share of the group’s self-owned brand products.Giving out the suggestion of marketing strategies combining with 4P theory:For product strategy,focusesd on the construction of platform for maxmizing the brand value.As the backbone of Chinese brands,DL holds the responsibility of breaking out the price roof which supported by cost-effective configuration.the product lay out mainly share ’zero anxiety’ theory.For the price strategy,following the general trend of vehicle consumption upgrading and refer to the pricing of core competitive products.For placing strategy,stick to the outlet stores management,at the same time,accelerating the laying of the stores branch,and explore more about online marketing to evaluate the efficiency,strengthen the brand’s reveals.For promotion strategy,developed more fans economy,and train the brand loyalty.Pushing better experience marketing,short video and cross ovef borders marketing at the same time.Through in-depth observation of consumers’ life scenes,the luxury properties of DL brand is integrated into people’s life experience.Through the comprehensive tooling analysis above,the summarized 4P marketing strategy can avoid the risks effectively.Which benefit DL new energy vehicles to expand their share in themarket constantly,and realize the great blueprint of Chinese new energy vehicles and revival in the competitive market.更多还原