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摘要：近年来，环境污染和石油资源的日益枯竭使得人类对传统汽车的质疑越来越强烈，为此清洁环保的新能源汽车成为各大汽车企业乃至各国关注的焦点。在日渐成熟的新能源汽车消费市场上，各方力量对此的角逐越来越激烈。在这样的环境下，正确把握中国新能源汽车消费者行为特征和规律，对中国的新能源汽车企业在产品开发设计、产品定位及定价等市场营销策略制定上具备一定的现实指导意义。4520
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本文首先介绍了新能源汽车的概念和发展现状，然后介绍了国内外新能源市场的发展现状和竞争环境。了解新能源汽车市场的挑战和困境。且以比亚迪为例，进一步深入研究新能源汽车市场的竞争环境、营销策略，然后提出了新能源汽车市场发展中所面临的问题，并针对这些问题提出相应的建议。
通过以上做法，希望所提出的建议会对中国新能源汽车市场的发展起到积极作用，使中国的新能源汽车市场发展逐渐缩小与世界新能源汽车的差距。使中国新能源汽车市场有序健康地发展，最终发展成有中国自身特色的新能源汽车新市场。
关键字：新能源汽车；市场营销策略；发展前景；比亚迪
Analysis of Marketing Strategy and Development for the New Energy Vehicles in China ----Take BYD For Example
Abstract: In recent years, environmental pollution and oil resource exhausting makes human on the traditional car question is more and more intense, for this new energy vehicles clean environmental protection becomes each big auto enterprise and the focus of attention of the countries. In the new energy vehicles to mature consumer market, all parties to this more and more fierce competition strength. In such an environment, China's new energy vehicles correct understanding of consumer behavior characteristic and law of China's new energy vehicles enterprise in product development and design, product positioning, pricing, etc marketing strategy formulation on have a certain instructive significance.
This paper first introduces the concept of new energy vehicles and current situation of the development, and then introduced the domestic and foreign new energy vehicle market development present situation, the competitive environment. Understand the new energy vehicles to the challenge of the market and difficulties. Then take BYD for example, and further research new energy vehicle market competition environment, marketing strategy, and then puts forward some new energy vehicle market to the problems in the development, and put forward relevant Suggestions to solve it.
Through the above practices, hope the proposed solutions to China's new energy vehicles will be played a positive role in the development of the market, China's new energy vehicle market development gradually narrowing and the world new energy vehicle market gap, and China's new energy vehicles the healthy and orderly development of the development with Chinese characteristic of oneself a new energy vehicles new market.
Key Words: New energy car；Marketing strategy；Marketing prospect；BYD
目录
前言 1
一、新能源汽车营销策略相关理论综述 2
（一）新能源汽车相关概念 2
1、新能源汽车的定义 2
2、新能源汽车的分类 2
3、新能源汽车产业特性 4
（二）营销策略相关概念 5
1、4Ps营销组合策略 5
2、4Cs营销组合策略 6
3、营销策略的理论演进 7
二、我国新能源汽车市场的发展及调研分析 7
（一）我国新能源汽车市场现状和未来趋势 7
1、新能源汽车市场现状 8