中国汽车品牌比亚迪在德国市场的竞争力研究  

Research on the competitiveness of Chinese car brand BYD in the German market

作　　者：邱宇 王亦佳 Qiu Yujing;Wang Yijia(Jilin International Studies University,Changchun 130117,China)

机构地区：[1]吉林外国语大学,吉林长春130117

出　　处：《汽车知识》2024年第10期225-227,共3页AUTOMOTIVE KNOWLEDGE

基　　金：吉林外国语大学校级大学生创新创业训练计划项目“中德汽车品牌市场对比——以比亚迪和大众为例”(项目编号:X202410964080)。

摘　　要：本文深入分析中国汽车品牌比亚迪在德国市场的竞争力,探讨其成功的关键因素。本文从产品和技术特点、全球市场表现等方面,结合德国汽车市场的现状、消费者行为、竞争格局、政治环境等,详细分析了比亚迪在德国市场的市场定位、产品表现、营销策略、竞争优势和劣势。在此基础之上,本文提出了一系列提升比亚迪在德国市场竞争力的策略,包括产品战略优化、市场进入和拓展、品牌建设和推广、合作和联盟等。这些策略不仅可帮助比亚迪在德国市场取得更大的成功,也为其他中国汽车品牌国际化发展提供了借鉴。This paper analyzes in-depth the competitiveness of Chinese auto brand BYD in the German market and discusses the key factors of its success.The paper analyzes BYD's market positioning,product perfor-mance,marketing strategy,competitive advantages and disadvantages in the German market in detail from the aspects of product and technology characteristics,global market performance,and the current situation of the German automobile market,consumer behavior,competitive landscape,and political environment.On this basis,this paper proposes a series of strategies to enhance BYD's competitiveness in the German market,includ-ing product strategy optimization,market entry and expansion,brand building and promotion,cooperation and alliance.These strategies can not only help BYD achieve greater success in the German market,but also pro-vide a reference for other Chinese auto brands'internationalization development.

关 键 词：比亚迪 德国市场 创新 竞争 技术 产品 

分 类 号：U469[机械工程—车辆工程] F7[交通运输工程—载运工具运用工程]