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新能源汽车作为七大新兴产业之一,其发展状态一直关乎着国家创新驱动发展战略的成功与否。长期以来,新能源汽车产业的发展面临两大挑战:一是技术层面核心技术的缺乏及配套设施的不完善,二是产业层面其商业模式开发不够。两大挑战不仅暗示出核心竞争力的缺乏,同时也暴露出其营销能力的软肋。本文从利益相关者角度出发,着重分析该行业的营销现状,致力于营销模式的创新,为后续研究提供方向。
As one of the seven emerging industries, the development of new energy vehicles has always been related to the success of the national innovation-driven development strategy. For a long time, the development of new energy automotive industry faces two major challenges: First, the lack of core technology at the technical level and the imperfect supporting facilities; second, the development of the commercial mode at the industrial level is not enough. The two major challenges not only imply a lack of core competencies, but also reveal the weakness of their marketing capabilities. This article from the perspective of stakeholders, focusing on the analysis of the industry’s marketing status, is committed to the marketing model of innovation, to provide follow-up research direction.