中国网约车行业中新能源汽车关系营销模式研究-以滴滴打车为例

论文总字数：22309字

摘 要

科技推动社会前进，使我们的生活越来越好。随着科技进步、社会发展汽车、动车、高铁、飞机等等随之出现。但自然环境也在遭到破坏。近年来，人们开始关注环保，关注如何改善自然环境，关注如何发展绿色经济，让社会可持续发展。“新能源”一词在1980年由联合国对其做出定义。比如太阳能、风能、生物质能这些都是可再生能源，那么新能源是将新技术开发利用的可再生能源。“新能源”在汽车领域的应用已经开展有好几年的时间了，但是目前看来并没有得到普遍推广。

本文将以“滴滴打车”公司为例从5个部分来展开研究。首先是研究背景、意义、思路及内容和方法这四个方面简要说明。其次是先了解当下交通工具使用情况，再结合关系营销进行阐述，讲述关系营销的核心点、关系营销的优点以及关系营销的范式价值等，并借鉴国内外学者的研究观点。第三部分，对中国网约车行业及滴滴打车公司关于关于新能源汽车方面进行简要分析，从其新能源汽车的应用现状、新能源汽车的品牌等介绍。第四部分，采用文献调查法与网上调查的方法相结合，研究人们日常出行的主要方式以及能否将除网约车外的消费者转化为网约车的潜在消费者；研究人的环保意识、影响使用新能源汽车的因素、宣传渠道、消费者对新能源汽车品牌的要求、顾客对于乘坐新能源汽车的满意度。第五部分，利用实证分析数据得出结果。

关键词：中国网约车；滴滴打车；新能源；关系营销

Research on The Relationship Marketing Model of New Energy Vehicles in China"s Ride-hailing Industry “Take the Case of Didi”

Abstract

Technology pushes society forward, making our lives better and better. With the advancement of science and technology, social development of automobiles, cars, high-speed trains, airplanes, etc. But the natural environment is also being destroyed. In recent years, people have started to pay attention to environmental protection, how to improve the natural environment, and how to develop green economy and make social sustainable development. The term "new energy" was defined by the United Nations in 1980. For example, solar energy, wind energy and biomass energy are all renewable energy sources, so new energy is the renewable energy to develop and utilize new technologies. "New energy" has been in the automotive field for several years, but it has not been widely promoted.

This article will take the "didi taxi" company as an example from 5 parts to carry out research. The first is the research background, significance, thinking and content and methods. Second is to investigate the application of the present transportation first, then elaborates the relationship marketing, relationship marketing emphasis, value the benefits of relationship marketing and relationship marketing paradigm, etc., and scholars at home and abroad for reference, the research point of view. The third part, the Chinese car industry and drabs about taking a taxi company about made a brief analysis about new energy vehicles, from the present situation of the application of new energy vehicles, new energy automobile brand, etc. The fourth part, using the method of literature investigation combined with the method of online survey, the main way of People"s Daily travel and will be in addition to the net about car consumers into net about car of potential consumers; Research on environmental awareness, factors influencing the use of new energy vehicles, promotion channels, consumers" requirements for new energy automobile brands, and customers" satisfaction with new energy vehicles. The fifth part, using the empirical analysis data to obtain the results.

Key words: Chinese Online Ride-hailing;Didi Dache; New Energy Sources; Relationship Marketing

目录

第一章 绪 论 1

1.1研究背景 1

1.2研究意义 1

1.3研究思路及内容 2

1.4研究方法 2

第二章 关系营销文献综述 3

2.1国外研究现状 3

2.2国内研究现状 4

第三章 滴滴打车及新能源汽车现状分析 6

3.1网约车简介 6

3.2滴滴打车现状概述 6

3.3新能源汽车市场现状分析 6

第四章 中国网约车中新能源汽车关系营销分析 8

4.1关系营销简介 8

4.2顾客关系营销策略及手段 8

4.2.1中国网约车中新能源汽车顾客态度调查 8

4.2.2顾客关系营销策略及手段 12

结 论 16

致 谢 17

参考文献 18

附录 19

关于顾客对新能源汽车态度市场调查 19

第一章 绪 论

1.1研究背景

人们最初使用的行走工具是自己的双腿；当“马”的出现，人开始训练马并使之成为自己的行走工具；当人用智慧和双手创造出轮车，他们将“马”和“轮车”结合，就有了马车；19世纪60年代法国人发明了蒸汽机，之后就有汽车、火车、轮船等等。交通工具的进步与完善，给人类带来更多便利，这都是科技的进步给予我们的宝贵礼物。

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