電動自行車營銷策略essay:從中國銷售到澳大利亞

進入市場—Entry to the Market

電動自行車在市場上打廣告,重要的是要利用electricity-run自行車的使用意義和使用電動自行車在當(dāng)前經(jīng)濟形勢和環(huán)境的影響力。由于全球石油價格增加的問題，為產(chǎn)品做廣告時應(yīng)該控制好運輸費用。此外,溫室效應(yīng)和全球變暖現(xiàn)象等相關(guān)問題，這也是登廣告時要解決的問題。(Novey,2007)利用電動自行車作為一種交通工具也有利于一個人的健康,有助于健身,和改變生活方式。(EV World,2005)

考慮到這一點,廣告策略應(yīng)重申電動自行車對經(jīng)濟的重要性。廣告口號和活動應(yīng)該解決經(jīng)濟問題,在購買汽車使用的石油和使用電動自行車的日常花費作為一個比較項目，它還應(yīng)該包含清潔和環(huán)保減少空氣污染的概念,空氣污染會破壞環(huán)境,導(dǎo)致無法控制氣候全球變化，如大氣變暖。在廣告內(nèi)容中,口號和宣傳應(yīng)該說明電動自行車對一個人健康以及對休閑和娛樂方式的影響。

電動自行車—Electric Bicycles

Selling Electric Bicycles from China to Australia

進入市場—Entry to the Market

To advertise electric bicycles in the market, it is important to tap into the significance of using electricity-run bicycles and the implications of using electric bicycles to current economic situations and environmental conditions. Advertising should be framed within the context of cheaper transportation expenses due to the global problem of increasing oil prices. Moreover, the greenhouse effect phenomenon and global warming are also relevant issues that advertising should address. (Novey, 2007) Utilizing electric bicycles as a means of transportation is also advantageous to an individual's health, fitness, and lifestyle. (EV World, 2005)

With this in mind, advertising strategies should reiterate the importance of electric bicycles to the economy. Advertising slogans and campaigns should address economic problems, and compare daily expenses when it comes to purchasing oil for cars and utilizing electric bicycles as an option. It should also incorporate the concept of going clean and green lessening air pollutants that damage the environment and cause uncontrollable global changes such as the warming of the atmosphere. On the lighter side of advertising content, slogans and campaigns should illustrate the impact of electric bicycles to an individual's health as well as its contribution to leisure and entertainment.

Advertising should be massive, reaching out to diverse populations (Shah, 2008) such as families (advertising cycling as a means of family bonding and entertainment while at the same time producing a health family life and environment), business men (advertising cycling as cutting down oil expenses and practicing corporate responsibility of an organization), young population (advertising cycling as a means of leisure and adventure, and also integrating young and hip designs for electric bicycles that would appeal to the target population), etc. Massive advertising should employ a variety of techniques and media in marketing, such as ads in the newspaper, magazines with the incorporation of graphic materials and attractive phrases for slogans or headings (eHow, 2008), radio and television advertisements, promotional activities with exhibits in populous places such as shopping malls, implementing introductory prices and unique items or limited edition items, and also through online advertising.

競爭者—Competitors

Competitors in the Australian Market are plenty. There are established electric vehicle industries that have been operating for a long time that penetrating the Australian market seems impossible. Australian Electric Vehicles offer a variety of transport goods that are run by electricity including bicycles. The company has been operating for more than twenty five years in the transportation industry. (AEV, 2008) The Electric Bicycle Co. is another Australian-based company that manufactures and sells electric bicycles. (The Electric Bicycle Co., 2007) These companies are just two of the many companies that heighten competition in the electric bicycle industry.

In order to compete with established electric vehicle companies in Australia, a distinguishing factor that would increase chances to compete in the industry is through the lowered prices of electric bicycles manufactured in China. Although operating cost is extremely low, it does not neglect quality and design. It is identified that operating cost is less expensive because of cheaper labor cost operated by trained and skilled laborers in the field. High population of trained and skilled workers in China result to faster output production therefore allowing speedy transport and delivery to Australia. (Wikinvest, 2008)

交貨—Delivery

Warehousing is one excellent way for fast transaction and delivery to consumers. The concept of warehousing is to situate a building in Australia where shipment will be stored for electric bicycles. Orders from consumers from the exhibit, flyers, catalog, or online list of electric bicycles will be delivered immediately from the warehouse after closing a transaction. Shipments from China will be done on a regular basis based on volume, line of design, etc. Partnership with cargo ship companies will allows fast and efficient transport of goods from China to an Australian-based warehouse. Special or custom-made orders will be directly communicated to China. Customers in Australia may also purchase directly from stores or ask for home delivery.

參考文獻—References

AEV. (2008). Australian Electric Vehicles. 

The Electric Bicycle Co. (2007). The Electric Bicycle Co. 

EV World. (2005). Can You Really Exercise on an Electric Bicycle? 

Novey, J. (2007). The Case for Electric Bicycles. 

Shah, A. (2008). Media and Advertising. 

Wikinvest. (2008). Outsourcing to China.