基于4R理论的W公司新能源汽车营销策略研究  

Research on the Marketing Strategies of New Energy Vehicles of W Company Based on 4R Theory

作　　者：吴玉梅 WU Yumei(Guangxi Vocational&Technical Institute of Industry Guigang,Guangxi 537100)

机构地区：[1]广西工业职业技术学院,广西贵港537100

出　　处：《中国商论》2022年第14期56-58,共3页China Journal of Commerce

基　　金：广西工业职业技术学院科研基金资助课题,2021年度广西高校中青年教师科研基础能力提升项目“基于4R理论的五菱公司新能源物流车跨界营销策略研究”(2021KY1256)。

摘　　要：在节能环保要求和政府政策推动下,新能源汽车行业竞争加剧,消费者选择自主权高度自由,企业需与顾客建立起高黏度的关系,以达成高效互动、关联和双赢。本文以W公司新能源汽车为研究对象,首先采用公共平台数据分析销量情况,其次利用波特五力模型分析新能源汽车行业竞争环境,最后运用4R营销理论归纳出W公司新能源汽车营销策略,即关联策略、反应策略、关系策略和回报策略。Under the energy-saving and environmental protection requirements and government policies,the competition in the new energy vehicle industry has intensified,and consumers’autonomy of choice is highly free,so companies need to establish a highly close relationship with customers to achieve efficient interaction,association and win-win results.This article takes W company’s new energy vehicles as the research object,firstly uses public platform data to analyze the sales,secondly uses Porter’s Five Forces Model to analyze the competitive environment of the new energy vehicle industry,and finally uses 4R marketing theory to summarize W company’s marketing strategies of new energy vehicles,namely association strategy,response strategy,relationship strategy and reward strategy.

关 键 词：4R 新能源汽车 市场竞争 波特五力模型 营销策略 

分 类 号：F426[经济管理—产业经济]