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赛迪顾问-模式创新助力中国新能源汽车发展赛迪顾问-模式创新助力中国新能源汽车发展 模式创新助力中国新能源汽车发展 【内容提要】 2013年全球电动汽车销量22.6万辆~同比增长74%~其中美国销量14.4万辆~同比增长173%~中国销量1.76万辆~同比增长38%~低于全球平均增速。面对技术待突破、用车成本高等问题~赛迪顾问汽车产业研究中心认为~可通过营销模式创新~解决新能源汽车市场推广速度缓慢问题~目前国内、外已形成的网络营销、品牌直销、融资租赁、产品本地化、新型租赁模式等具备借鉴意义~新能源汽车企业营销模式的创新将成为未来国内新能源汽车发展的关...

赛迪顾问-模式创新助力中国新能源汽车发展
赛迪顾问-模式创新助力中国新能源汽车发展 模式创新助力中国新能源汽车发展 【内容提要】 2013年全球电动汽车销量22.6万辆~同比增长74%~其中美国销量14.4万辆~同比增长173%~中国销量1.76万辆~同比增长38%~低于全球平均增速。面对技术待突破、用车成本高等问题~赛迪顾问汽车产业研究中心认为~可通过营销模式创新~解决新能源汽车市场推广速度缓慢问题~目前国内、外已形成的网络营销、品牌直销、融资租赁、产品本地化、新型租赁模式等具备借鉴意义~新能源汽车企业营销模式的创新将成为未来国内新能源汽车发展的关键因素。 【关键词】 直销 融资租赁 微公交 团租 一、国内外新能源汽车营销模式创新 ,一,网络营销模式 construction budget and feedback to departments, for inclusion in the settlement, to avoid losses, in order to better control costs. 7, strengthen construction equipment management, eliminate man-made damage, improve the utilization of machines, to shorten the duration. 8, actively carry out QC group activities to improve efficiency and ensure quality. Third, labour resources, machinery and equipment, materials, adequate supply of labor resources: give full play to the company's resources, early labor organizations, and concerned about labor, imposed on the project earmarked to protect the interests of migrant workers, not workers ' wages in arrears. Machines and equipment: using a combination of to buy or rent, rental advanced equipment, to ensure normal progress of the duration. Purchase advanced equipment, to provide work. Ensuring construction quality and schedule. Materials: supplier purchases contracts in advance, and study visits to the providers, ensure the quality of supplied materials, bid can quickly supply organizations, to ensure the project quality. 13th chapter, and the owner, general contractor, supervision and design of supporting measures, and owner of fit 1, meet the requirements of construction on contract duration and quality management, take corresponding measures in construction procedure 借助网络粉丝~通过互联网,博客、微博、微信等,进行产品宣传~打破传统的纸媒、电视、展会等产品营销推广方式。 美国特斯拉汽车采用了该模式~公司此前出现了四场起火事件~但公司CEO伊隆,马斯克快速做出反应~在个人博客中及时发表事件的最新解决情况~成功的进行了公关~将被动的负面事件转变成了产品营销广告~特斯拉在零广告推广费情况下~成功进入中国市场~国内各大媒体、门户网站、报纸杂志上经常出现有关特斯拉汽车报道~很多特斯拉的粉丝~自发成立了特斯拉QQ群、特斯拉论坛、特斯拉微信圈等。 ,二,品牌直销模式 通过该模式~让产品直接进入终端消费者手中~打破传代理销售模式~采用建立品牌体验店为基础~不委托代理销售~提供产品订单接收、生产、销售等一条龙服务~消费者可通过网上预约订购~个性化定制。 品牌的直销~是解决新车加价非常好的办法。美国电动汽车制造商--特斯拉汽车CEO马斯克能够做出Model S卖入中国市场不会提价 承诺 党员整改承诺书工程质量保证服务承诺书供货时间与服务承诺方案食品安全承诺书我公司的设计优势和服务承诺 也正是基于其采用了该模式~掌握了自己的 res in construction proceduremeasu es, and owner of fit 1, meet the requirements of construction on contract duration and quality management, take correspondingto ensure the project quality. 13th chapter, and the owner, general contractor, supervision and design of supporting measurions, cts in advance, and study visits to the providers, ensure the quality of supplied materials, bid can quickly supply organizaturchase advanced equipment, to provide work. Ensuring construction quality and schedule. Materials: supplier purchases contraion. Phines and equipment: using a combination of to buy or rent, rental advanced equipment, to ensure normal progress of the duratbout labor, imposed on the project earmarked to protect the interests of migrant workers, not workers ' wages in arrears. Macrned aaterials, adequate supply of labor resources: give full play to the company's resources, early labor organizations, and concey carry out QC group activities to improve efficiency and ensure quality. Third, labour resources, machinery and equipment, mmade damage, improve the utilization of machines, to shorten the duration. 8, activel-struction equipment management, eliminate maneedback to departments, for inclusion in the settlement, to avoid losses, in order to better control costs. 7, strengthen conconstruction budget and f- 2 - 营销渠道。 从特斯拉汽车在中国的报价来看~起售价73.4万元~较美国的售价仅增加了运费、关税等。 表1 特斯拉Model S国内售价情况 项目 数值 美国售价 81070美元 运输与装卸 3600美元 关税和其他税 19000美元 增值税 17700美元 汇率 6.05元/美元 特斯拉的中国大陆售价 734000元 牌照成本 85000元,上海, 实际成本 819000元 数据来源:赛迪顾问 2014~07 ,三,融资租赁模式 该模式是指出租人根据承租人对租赁物件的特定要求和对供货人的选择~出资向供货人购买租赁物件~并租给承租人使用~承租人则分期向出租人支付租金~在租赁期内租赁物件的所有权属于出租人所有~承租人拥有租赁物件的使用权~最终承租人能够获得租赁物的所有权。 目前~该模式已成为全球汽车销售的重要方式之一。2013 contract duration and quality management, take corresponding measures in construction procedureon on r, general contractor, supervision and design of supporting measures, and owner of fit 1, meet the requirements of constructility of supplied materials, bid can quickly supply organizations, to ensure the project quality. 13th chapter, and the ownehe quaruction quality and schedule. Materials: supplier purchases contracts in advance, and study visits to the providers, ensure tl advanced equipment, to ensure normal progress of the duration. Purchase advanced equipment, to provide work. Ensuring constrentainterests of migrant workers, not workers ' wages in arrears. Machines and equipment: using a combination of to buy or rent, he company's resources, early labor organizations, and concerned about labor, imposed on the project earmarked to protect they to tnsure quality. Third, labour resources, machinery and equipment, materials, adequate supply of labor resources: give full plae the utilization of machines, to shorten the duration. 8, actively carry out QC group activities to improve efficiency and emade damage, improv-costs. 7, strengthen construction equipment management, eliminate man construction budget and feedback to departments, for inclusion in the settlement, to avoid losses, in order to better control- 3 - 年~全球融资购车占70%~其中选择融资租赁方式占15%,北美市场融资购车占80%~其中选择融资租赁的比重46%。 特斯拉汽车目前也已推出融资租赁模式~根据租赁 计划 项目进度计划表范例计划下载计划下载计划下载课程教学计划下载 ~消费者拥有一辆S型车月均成本500-600美元,目前特斯拉也在中国推出该模式~消费者采用三年期租赁计划~购买一辆车60KWh的Model S月供只需11149元。 ,四,产品本地化模式 该模式代表性企业为深圳比亚迪。作为国内新能源汽车的龙头企业~一直以来~坚持新能源汽车“本地化”战略~尽管带来的是投入成本很高~市场开拓进展缓慢~但为了快速开拓地方市场~比亚迪一直坚持该模式。 北京、上海两地在国家节能与新能源汽车目录基础上~分别又出台了当地的新能源汽车采购目录~通过地方“小目录”保护当地市场~不过~从近期国家高层领导的态度可看出破除地方保护的决心。 通过比亚迪汽车多年的市场经验分析发现~地方政府隐形门槛短期内难破除~比亚迪也将继续坚持自己的战略~近期又 to ensure the project quality. 13th chapter, and the owner, general contractor, supervision and design of supporting measurions, cts in advance, and study visits to the providers, ensure the quality of supplied materials, bid can quickly supply organizaturchase advanced equipment, to provide work. Ensuring construction quality and schedule. Materials: supplier purchases contraion. Phines and equipment: using a combination of to buy or rent, rental advanced equipment, to ensure normal progress of the duratbout labor, imposed on the project earmarked to protect the interests of migrant workers, not workers ' wages in arrears. Macrned aaterials, adequate supply of labor resources: give full play to the company's resources, early labor organizations, and concey carry out QC group activities to improve efficiency and ensure quality. Third, labour resources, machinery and equipment, mmade damage, improve the utilization of machines, to shorten the duration. 8, activel-struction equipment management, eliminate maneedback to departments, for inclusion in the settlement, to avoid losses, in order to better control costs. 7, strengthen conconstruction budget and fres in construction proceduremeasu es, and owner of fit 1, meet the requirements of construction on contract duration and quality management, take corresponding- 4 - 与广汽合作开发电动客车~另外~还将在武汉投建电动物流车生产基地。 比亚迪的努力也渐渐有了回报~比亚迪已在天津建厂~并拿下了天津公交集团2000辆纯电动客车K9的订单~也在南京投厂~目前已拿下了650辆纯电动公交大巴K9以及400辆纯电动出租车的订单~新车型秦进入上海目录~今年上半年累计销量5357辆。 ,五,新型租赁模式 新型租赁模式是指在传统汽车租赁模式之下衍生出了新模式~国内代表性的企业有康迪、时空汽车。 第一、康迪汽车租赁模式。随着“微公交”、“团租”等新概念推出~很多人开始关注康迪汽车。 目前康迪的“微公交”还不能实现盈利~那么康迪为什么仍愿意尝试,康迪和特斯拉汽车一样~虽然两者都未实现盈利~但两者都非常看好这个市场~希望将自己的电动汽车的销售出去~培养消费者的认可度。 微公交即分时租赁业务~是康迪首创的一种汽车租赁模式~ contract duration and quality management, take corresponding measures in construction procedureon on r, general contractor, supervision and design of supporting measures, and owner of fit 1, meet the requirements of constructility of supplied materials, bid can quickly supply organizations, to ensure the project quality. 13th chapter, and the ownehe quaruction quality and schedule. Materials: supplier purchases contracts in advance, and study visits to the providers, ensure tl advanced equipment, to ensure normal progress of the duration. Purchase advanced equipment, to provide work. Ensuring constrentainterests of migrant workers, not workers ' wages in arrears. Machines and equipment: using a combination of to buy or rent, he company's resources, early labor organizations, and concerned about labor, imposed on the project earmarked to protect they to tnsure quality. Third, labour resources, machinery and equipment, materials, adequate supply of labor resources: give full plae the utilization of machines, to shorten the duration. 8, actively carry out QC group activities to improve efficiency and emade damage, improv-costs. 7, strengthen construction equipment management, eliminate man construction budget and feedback to departments, for inclusion in the settlement, to avoid losses, in order to better control- 5 - 采用两门两座康迪“小电跑”和四门五座纯电动熊猫两种车型~由康迪和吉利成立的浙江左中右电动汽车服务有限公司负责运营~只接受日租~小电跑和电动熊猫的租金分别为20元/h和25元/h~租期未满一小时~可按分钟计费~主要针对上班族、出差人员等,团租指康迪将社区作为大客户~由左中右公司将几十辆两门纯电动“小熊猫”打包租给社区居民~租户第一年要交3675元车辆保险和1000元押金~只要租用期间没有交通违章~押金在租借 合同 劳动合同范本免费下载装修合同范本免费下载租赁合同免费下载房屋买卖合同下载劳务合同范本下载 到期后将全额返还~租期3年~电池保养和维修工作都由康迪集团负责~车主不需要额外付费~目前选择了象山社区、转塘社区、益乐新村等重点社区。 目前康迪的“分时租赁”模式已经走向上海~近期~康迪又推出社区“团租”模式~采取小区集体租车模式~充分的利用了消费的示范效应~2013年康迪电动汽车销售额4660万美元~同比增145%~共计销售纯电动汽车4694辆。 第二~时空汽车租赁模式。时空电动汽车有限公司是新能源汽车行业的一个新兴企业~其不是一家汽车制造企业~而是一家汽车运营公司~通过与众泰汽车合作推出众泰,时空E20微 es, and owner of fit 1, meet the requirements of construction on contract duration and quality management, take correspondingto ensure the project quality. 13th chapter, and the owner, general contractor, supervision and design of supporting measurions, cts in advance, and study visits to the providers, ensure the quality of supplied materials, bid can quickly supply organizaturchase advanced equipment, to provide work. Ensuring construction quality and schedule. Materials: supplier purchases contraion. Phines and equipment: using a combination of to buy or rent, rental advanced equipment, to ensure normal progress of the duratbout labor, imposed on the project earmarked to protect the interests of migrant workers, not workers ' wages in arrears. Macrned aaterials, adequate supply of labor resources: give full play to the company's resources, early labor organizations, and concey carry out QC group activities to improve efficiency and ensure quality. Third, labour resources, machinery and equipment, mmade damage, improve the utilization of machines, to shorten the duration. 8, activel-struction equipment management, eliminate maneedback to departments, for inclusion in the settlement, to avoid losses, in order to better control costs. 7, strengthen conconstruction budget and fres in construction proceduremeasu - 6 - 型电动汽车,众泰负责前端的生产和后端的电池保修服务~时空负责中间的销售及运营维护环节~其车辆销售主要通过融资租赁的方式。 目前众泰,时空E20借助时空自主开发的平台哎呦喂,IEV,租车~实现“注册、订车、取车、用车和还车”整个流程一体化服务~今年公司预计可实现1万辆的销量目标。 欲了解更多信息,请联系赛迪顾问 contract duration and quality management, take corresponding measures in construction procedureon on r, general contractor, supervision and design of supporting measures, and owner of fit 1, meet the requirements of constructility of supplied materials, bid can quickly supply organizations, to ensure the project quality. 13th chapter, and the ownehe quaruction quality and schedule. Materials: supplier purchases contracts in advance, and study visits to the providers, ensure tl advanced equipment, to ensure normal progress of the duration. Purchase advanced equipment, to provide work. Ensuring constrentainterests of migrant workers, not workers ' wages in arrears. Machines and equipment: using a combination of to buy or rent, he company's resources, early labor organizations, and concerned about labor, imposed on the project earmarked to protect they to tnsure quality. Third, labour resources, machinery and equipment, materials, adequate supply of labor resources: give full plae the utilization of machines, to shorten the duration. 8, actively carry out QC group activities to improve efficiency and emade damage, improv-costs. 7, strengthen construction equipment management, eliminate man construction budget and feedback to departments, for inclusion in the settlement, to avoid losses, in order to better control- 7 -
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