摘 要 随着经济高速发展，家用汽车进入千家万户成为人们出行的代步工具，但汽车尾气造成的大气污染和石化能源短缺问题在近年来受到越来越多的关注，新能源汽车应运而生，与此同时，我国政府出台了一系列政策以鼓励和推动新能源汽车发展，新能源汽车真正进入人们的生活。 本文采用理论联合实际的研究方法，以A公司新能源汽车为研究对象。首先从A公司新能源汽车在国内市场的销售现状着手，发现其存在产品线单一、价格过高等问题，其次通过对新能源汽车宏观、微观环境分析和SWOT分析，得出A公司应选择SO战略并大力开发新的新能源汽车产品，不断完善售后服务体系，再结合A公司新能源汽车的 STP 战略分析以及 6P营销组合策略，针对性地提出A公司新能源汽车国内营销策略在产品、渠道、价格、促销、公共关系和政治权利六方面的优化建议。最后，从人力资源、组织与营销制度等方面提出A公司新能源汽车营销策略实施保障。 本文通过对A公司新能源汽车营销策略的研究，使其在未来的中国新能源汽车市场角逐中取得竞争优势，并从中发现一些可供中国新能源汽车企业借鉴的地方，从而促进国内新能源汽车的壮大，为新能源汽车占据汽车市场提供支持。

ABSTRACT With the rapid development of economy, the entry of domestic cars into thousands of households has become a tool for people to travel. However, the air pollution caused by automobile exhaust and the shortage of petrochemical energy have been paid more and more attention in recent years. New energy vehicles came into being, at the same time, our government issued a series of policies to encourage and promote the development of new energy vehicles, new energy vehicles really enter people's lives. In this paper, a new energy vehicle of Company A is studied by means of theory and practice. First of all, from the sales situation of A company's new energy vehicle in the domestic market, it is found that the product line is single, the price is too high and so on. Secondly, through the macro-and micro-environment analysis and SWOT analysis of the new-energy automobile, It is concluded that Company A should choose SO strategy and vigorously develop new energy vehicle products, continuously improve after-sales service system, and combine with STP strategic analysis and 6p marketing mix strategy of A Company's new energy vehicle. Put forward the domestic marketing strategy of A company's new energy automobile in the product, the channel, and so on. Price, promotion, public relations and political rights six aspects of optimization recommendations. Finally, from the aspects of human resources, organization and marketing system, this paper puts forward the guarantee of A Company's new energy automobile marketing strategy. Through the research on the marketing strategy of A company's new energy automobile, this paper makes it gain competitive advantage in the future competition of China's new energy automobile market, and finds out some places that can be used for reference by Chinese new energy automobile enterprises. In order to promote the growth of domestic new energy vehicles, new energy vehicles occupy a larger automotive market to provide strategic support.