新能源汽车早期采用营销策略研究  

Marketing Strategy for Early Adoption of New Energy Vehicles

作　　者：叶楠[1] 周梅华[1] 程秀芳[1] 

机构地区：[1]中国矿业大学,江苏徐州221116

出　　处：《科技管理研究》2012年第5期128-131,共4页Science and Technology Management Research

摘　　要：随着人们对环境污染及能源消耗问题的危机意识逐渐增加,新能源汽车在全球范围内迅速发展起来。然而,目前消费者对新能源汽车仍踌躇不前。基于国外研究综述,文章剖析了新能源汽车消费者采用中的制约因素,如环保属性"叫好不叫座"、有限的续驶里程是采用的最大障碍等,而这些制约因素又为新能源汽车找到"绿色"市场和最初的利基市场。结合创新采用理论,本文为我国新能源汽车市场推广提出了精妙的营销策略,如填补"态度-行动缺口"、识别早期采用者、采取病毒式营销等。With the increasing concerning on environment and energy consumption,new energy vehicles are developing fast throughout the whole world.However,consumers are hanging back to new energy vehicles.Based on the literature review of abroad researches,this paper made a thorough analysis on the adoption barriers of new energy vehicles,such as ＂best game no one played＂ for the environmental attribute,limited range and so on.But from another perspective,these barriers were not absolute because they identified the ＂green＂ market and the initial niche market for new energy vehicles.Therefore,according to the theory of innovation adoption,exquisite marketing strategies for domestically promoting the adoption of new energy vehicles were put forward,such as filling up the attitude-action gap,identifying innovators and early adopters,viral marketing.

关 键 词：新能源汽车 采用障碍 态度-行动缺口 早期采用者 病毒式营销 

分 类 号：F274[经济管理—企业管理] F426.471[经济管理—国民经济]