本文選題：新能源汽車 + BQ新能源��； 參考：《沈陽理工大學》2017年碩士論文

【摘要】：當前我國對石油資源的過渡依賴正在逐漸加劇,隨著能源緊缺與環(huán)境保護雙重壓力的不斷增大,發(fā)展新能源汽車變成了未來汽車工業(yè)發(fā)展的必然方向。放眼當下,世界各國都在大力發(fā)展新能源汽車產(chǎn)業(yè),我國更是將其列為七大戰(zhàn)略性新興產(chǎn)業(yè)之一。目前,我國新能源汽車的量產(chǎn)出口尚未形成規(guī)模,還不存在國外對我國新能源汽車出口限制的問題,因此面對難得的國際市場戰(zhàn)略機遇,我國新能源汽車企業(yè)應當抓住當前的機遇,積極開拓海外市場。歐洲是世界上最大的汽車消費市場之一,作為我國新能源汽車的標桿企業(yè),自主品牌BQ新能源,正積極采用線上線下相結(jié)合,多渠道、多形式開展國際業(yè)務(wù),尋求新市場的開拓與突破。BQ新能源通過不斷的海外布局擴大品牌影響等積極努力,使其全球市場化的布局正在逐漸展開,歐美等高端市場也將樹立起中國自主品牌的身影,而BQ新能源作為我國新能源汽車領(lǐng)域的先行者,挺進歐洲市場將具有重要的戰(zhàn)略意義。本文共分為緒論、正文及結(jié)論三個部分。第一部分緒論,主要介紹選題背景及意義,并對國內(nèi)外相關(guān)研究文獻進行了綜述,同時指出了本文的研究思路、框架和研究方法。第二部分正文,首先闡述了相關(guān)研究的理論基礎(chǔ),對產(chǎn)業(yè)內(nèi)貿(mào)易理論,行業(yè)的波特五力及SWOT分析進行了理論梳理;其次,對BQ新能源汽車發(fā)展進行了概述;并分析了BQ新能源汽車對歐洲出口現(xiàn)狀;之后分析出口歐洲市場存在的主要問題,并對存在問題的原因進行了分析。再次,分析了歐洲市場的營銷環(huán)境和BQ新能源汽車自身的競爭力;然后提出擴大BQ新能源汽車對歐洲出口的對策。第三部分為研究結(jié)論。
[Abstract]:At present, the transition dependence on petroleum resources in China is gradually increasing. With the increasing pressure of energy shortage and environmental protection, the development of new energy vehicles has become the inevitable direction of the development of automobile industry in the future. Nowadays, every country in the world is developing new energy automobile industry, which is listed as one of the seven strategic emerging industries in China. At present, the production and export of new energy vehicles in our country has not yet formed a scale, and there is no problem of foreign export restrictions on new energy vehicles in our country, so we are faced with a rare strategic opportunity in the international market. Our country new energy automobile enterprise should seize the present opportunity, develops the overseas market positively. Europe is one of the largest automobile consumption markets in the world. As the benchmark enterprise of new energy vehicles in our country, the independent brand Bq new energy is actively adopting the combination of on-line and offline, multi-channel and multi-form international business. To seek new market development and breakthrough. Bq new energy through the continuous overseas distribution to expand brand influence and other positive efforts, so that its global market-oriented layout is gradually unfolding, Europe and the United States and other high-end markets will also set up China's own brand figure. As a pioneer in the field of new energy vehicles in China, it will be of great strategic significance to push into the European market. This paper is divided into three parts: introduction, text and conclusion. The first part of the introduction mainly introduces the background and significance of the topic, and summarizes the relevant research literature at home and abroad, and points out the research ideas, framework and research methods. The second part of the text, first elaborated the theoretical basis of the relevant research, the intra-industry trade theory, the industry of Porter five forces and SWOT analysis, second, the development of Bq new energy vehicles were summarized. The present situation of the export of Bq new energy vehicle to Europe is analyzed, and the main problems existing in the export market of Europe are analyzed, and the reasons for the problems are analyzed. Thirdly, the paper analyzes the marketing environment of European market and the competitiveness of Bq new energy vehicles, and then puts forward the countermeasures to expand the export of Bq new energy vehicles to Europe. The third part is the conclusion of the research.
【學位授予單位】：沈陽理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.471;F752.62

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