奇瑞s18电动汽车营销策划书.docx

1、奇瑞s18电动汽车营销策划书奇瑞 s18 电动汽车营销策划书Chery S18 electric vehicle marketing plan book 阴差阳错组The group - a strange combination of circumstances一、策划概要One, planning overview 自成立之初，奇瑞就以“更安全、更节能、更环保”为理念，研发生产环保汽 车产品。从 2001 年开始，公司就以芜湖为基地，在全球范围内开始了新能源汽 车的研发工作。 2006 年以来，公司就在混合动力、燃料电池、灵活燃料以及传 统汽油机的节能环保技术等方面获得 30 多项技术突破

2、，形成了新能源领域的全 方位技术研发体系。2009年1月，中国首款BSG昆合动力车，A5 BSG在奇瑞 公司首发，拉开了中国新能源技术民用化的大幕； 2月，公司首台自主研发的 纯电动轿车S18产品下线，最高车速可以达到120Km/h 一次充电续驶里程可 以达到120Km-150Km真正实现零排放、零污染。Since its inception, Chery to safer, more energy-saving, more environmental protection as the concept of environmental protection, R & D and pr

3、oduction of automotive products. From the beginning of 2001, the company is based in Wuhu, began a new energy automobile research and development work in the global scope. Since 2006, the company won the 30 many technological breakthroughs in the hybrid, fuel cell, fuel flexible and traditional gaso

4、line engine energy saving and environmental protection technology, the formation of a full range of technical research and development system in the field of new energy. In 2009 January, China first BSG hybrid car, starting A5 BSG in Chery company, opened a new energy technology China civilian of th

5、e big screen; pure electric cars in February, the company first self-developed S18 products off the assembly line, the maximum speed can reach 120Km/h, a charging mileage can reach 120Km- 150Km, truly realize the zero emission, zero pollution.奇瑞S18电动汽车是在S18整车平台上开发的一款高速纯电动轿车，整车搭载 了 336V 40Kw大功率电驱动系统，

6、配备了 40Ah高性能磷酸铁锂电池。充电对 消费者来说也非常的快捷和方便，利用 220V民用充电即可，充电时间一般在 4-6 小时；也还可以进行快速充电，半个小时即可充到电池电量的 80%。Chery S18 electric vehicle is developed in S18 vehicle platforms on a high-speed pure electric cars, the vehicle equipped with 336V 40Kw high power electric drive system, equipped with 40Ah high performanc

7、e lithium iron phosphate battery. Charging for consumers is very fast and convenient, the use of 220V civil can be charged, the charging time is generally in 4-6 hours; can also make a rapid charging, half an hour to charge to the battery 80%.作为自主品牌汽车的领军者，早在 2001 年奇瑞就开始了电动汽车研究，在电动 汽车关键零部件和核心技术方面，已经形

8、成一整套关键零部件研发能力，在电 机、电机驱动系统、DC/DC先进动力电池、电池管理系统、整车控制器等方面 都初步形成了批量生产能力，掌握了电动汽车开发的核心技术、标定技术和试 验验证技术。同时，有丰富的产品线作为搭建节能环保汽车的平台，使奇瑞节 能环保汽车更易于走向市场，走向家庭，这是奇瑞汽车的另一个优势。As the independent brand automobile leader, as early as in 2001, Chery began research in electric vehicles, electric vehicle key parts and the co

9、re technology, has formed a complete set of key parts and components research and development ability, in the motor, motor drive system, DC/DC, advanced power battery, battery management system, vehicle controller and other aspects of the initial formation of the the ability to mass production, mast

10、ered the core technology, calibration of the development of electric vehicle technology and test technology. At the same time, has the rich product line as the building energy saving and environmental protection car platform, make Chery energy-saving environment-friendly vehicle easier to move towar

11、d the market, to the family, this is another advantage of Chery automobile.但是面对激烈的市场竞争要想让奇瑞 s18 走进千家万户，还是要有一份完善的 营销策划来推动，以下就是我们为奇瑞 s18 所做的营销策划。But in the face of the fierce market competition to let Chery S18 into thousands of households, or to have a perfect marketing plan to promote, the following

12、 is our Chery S18 do marketing planning.二、环境分析Two, environmental analysis(1)行业分析(a) the industry analysis能源危机和日益严重的环境污染使汽车技术正经历着燃料多元化、动力电气化 等重大技术变革。具有高效节能、低排放或零排放优势的电动汽车受到世界各 国的广泛重视。The en ergy crisis and the in creas in gly serious en vir onmen tai polluti on makes the automobile tech no logy is go

13、ing through a major tech no logical cha nge fuel diversificati on, dyn amic electrificati on etc. Electric vehicle with high efficie ncy and en ergy sav in g, low emissi on or zero emissi on adva ntage received exte nsive atte nti on all over the world. AP在我国，大都市都普遍存在着十分严重的交通问题和汽车尾气排放污染问题。 而且2001年，新

14、能源动力汽车研究项目被列入国家“十五”期间的“ 863”重大科技课题。作为一种小型、中速和短途的日常交通工具，电动汽车是十分理 想的，其在我国有着得天独厚的发展条件和广阔的应用前景。In our coun try, the metropolis is a widespread problem of traffic and exhaust emissi on polluti on is a serious problem in the car. But in 2001, the new en ergy vehicle research project has bee n in cluded in

15、 the n ati on al fiftee n duri ng the 863 major scie nee and tech no logy project. As the daily traffic tool of a kind of small, medium and short dista nee, the electric car is very ideal, the con diti ons be richly en dowed by n ature in the developme nt and wide applicati on prospect in our coun t

16、ry.(2)市场需求分析(two) the market dema nd an alysis上海作为国内最具代表性的区域汽车市场之一，借世博的契机，打造低碳城 市。那么电动汽车将受到追捧，未来五年内销量可望达到新车总销量的 5%。在世博园区有兆瓦太阳能发电机组容量，是全国目前最大、最集中的装机容量 所在地。Shan ghai regi onal domestic auto market as one of the most represe ntative, through the Expo opport uni ty, creati ng a low carb on city. Electric cars will be sought after, the n ext five years sales is expected to reach 5% of the total sales of new cars. There are megawatt solar