Prospect And Marketing Strategies Of China's New Energy Vehicles In Europe

The United Nations Climate Change Conference in Copenhagen in 2009 carried out higher requirements for global auto emission standards, and the international financial crisis brought the further decline of our traditional auto exports.Huge market demand of Automotive and serious energy and environmental situation requires China's auto changing to new energy vehicles.This paper,based on former China's traditional auto exports, analyze the prospects of china's new energy vehicles exports to Europe and the marketing strategies by evaluating our own conditions and development of the European market environment,contributing to the development of China's auto industry.The key points of this paper is that with the government supporting and inreased capacity of innovation,China's new energy vehicles' environmental standards will in line with international market requirements gradually.Since there is huge demand for new energy vehicles in Europe,China's new energy vehicles will obtain certain market share in Europe after industrialization. This paper takes above point as a research theme, and follows gradual research ideas and methods. The paper consists of six chapters.Chapterâ… :Introduction. This chapter explores the significance of this research, the relevant literature review and evaluation, research content and frameworks, research methods, main points and inadequate.The existing studies in new energy vehicles industry were mainly focused on techonology,policy and industrialization,but were lack of analysis and comparison of openning up foreign market after industrialization.This is the Pointcut of this paper.Chapterâ…¡:Theories about New Energy Vehicles Marketing.Summarized the feasibility of China's new energy vehicles exporting to Europe by conbining Porter's Five Forces Model and International marketing strategy thoeries.Chapterâ…¢:Development and Export of New Energy Vehicles in China.Firstly,analyzes development of new energy vehicles in China and the factors restricting the development from three respects:firms,market and policy. Secondly,disussing the factors affecting China's new energy vehicles exports by analyzing the general situation and geographical distribution of China's auto exports.Chapterâ…£:Analysis of European new energy vehicle market and management. Firstly,take an overview of Euopean new energy vehicles' market by analyzing the market development,market characteristics and the competitors. Secondly,make research on management policy of European new Energy vehicles. Chapter V:The prospects of China's new energy vehicles exporting to Europe. Firstly,the paper summarized the significance of exporting to Europe by increasing profits and new opportunnities.Secondly, forecasting the prospects of China's new energy vehicles exporting to Europe by using the SWOT analysis and empirical data.Chapter VI:The international marketing strategy of developing in Europe.The marketing strategies based on four parts:products, price, talent and servies.The author believes that new products and good services play the key role.