外文文獻(xiàn)-比亞迪新能源汽車(chē)產(chǎn)品營(yíng)銷(xiāo)策略研究

英文文獻(xiàn)Inrecentyears,withthecontinuousdevelopmentofnationaleconomy,allcountriesintheworldespeciallydevelopingcountries,ledbyChina,India,therapidgrowthofcarownership.Automobileexhaustemissionforthedamagecausedbythenaturalenvironmentandhumanlivingenvironmentismoreandmoreobvious;Carsneedrisingoilconsumption,theinternationalenergysupplytensions,humanproductionandwayoflifehascometohavetochangefromtimetotime.Broughtbythetraditionalautomobileenergyconsumptionandclimatewarminghavenotallowtoignore.Undersuchbackground,thedevelopmentofnewenergyvehiclestoreducethepollutionoftheenvironment,easetheoilshortagehasimportantsignificance.Newenergyvehiclesincludehybridelectricvehicles,pureelectricvehicles,includingsolarcars),fuelcellelectricvehiclesandothernewenergyvehicles,etc.Differentfromotherconventionalvehicles,newenergyvehiclesuseunconventionalfuelaspowersource,hastheadvantagesoflowemissionevenzeroemissionpollutiontotheenvironmentpressureissmall,hasaverybroadprospects.Ahybridcaristhekeytoahybridsystem,itsperformanceisdirectlyrelatedtotheoverallperformanceofahybridcar.Aftermorethantenyearsoftechnologydevelopment,thehybridsystemhasbeenfromtheoriginalengineandthediscretestructureofthemotortothedevelopmentofengine,motorandtransmissionintegrationstructure,namelyintegratedhybridsystem.Ahybridcaristheelectriccarwiththecombinationofthetraditionalinternalcombustionenginevehicle,itinheritsthelow-emissionelectriccars,theadvantagesoflownoise,andplayedacommonfuelcarsandtheadvantagesofhighpower,hightorquesignificantlyimprovedthetraditionalinternalcombustionenginevehicleemissionsandfueleconomy,increasedtherangeofpureelectricvehicles,bytheinternalcombustionenginecarstoelectriccarsplayanimportantroleintheprocess.Mixedtypehybridvehiclesystemsincludesthecharacteristicsofseriesandparallelconnection.Powersystemincludingengines,generatorsandmotors.Drivenbyanelectricmotordrivingonlywheninlowspeed,whenthespeedmatchtheengineandelectricmotordrivethecar.Thiswayneedpowerdistributiondeviceandgenerator,etc.,sothestructureiscomplex.Pureelectricvehiclesisakindofusingsinglebatteryasenergystoragepowercars.ItUSESbatteryasenergystoragepowersource,throughthebatterytotheelectricmotor,Driveelectricmotoroperation,thuspushingthecar.Pureelectricvehiclechassis,body,batteries,electricmotors,controllerandbatteryandsoonsixparts.Duetotheelectricmotorwithgoodtraction,sopureelectricvehicledrivesystemdoesnotneedtheclutchandtransmission.Speedregulationsystemofspeedcontrolbythecontrollerthroughchangethespeedoftheelectricmotorcanberealized.Andthedifferencefromthehybrid,pureelectricvehiclesasadevicewithouttheuseofinternalcombustionenginecompletely,alsodonotusefuelssuchasgasoline,diesel,butcompletelyuserechargeablebatteries.Theadvantageofpureelectricvehiclesis:first,ititselfisnottheharmfulgasofatmosphericpollutionemissions.Evenbytheequivalentpowerconsumptionofpowerplantemissions,inadditiontosulfurandparticulatematter,otherpollutantswasalsosignificantlyreduced,becausemostofpowerplantsbuiltinawayfromthedenselypopulatedcities,lessdamageinhumans,andpowerplantsisstationary,concentrationofemissions,removeallkindsofharmfulemissionsmoreeasily,alsohavetherelevanttechnology.Duetopowercanbeobtainedfromavarietyofprimaryenergy,suchascoal,hydropower,nuclearpower,liftingthepeoplefearofpetroleumresourcesbecamemoreandmoredriedup.Second,pureelectricvehiclescanalsomakefulluseofthenightwhentroughthesurpluselectricitypower,makethegeneratingequipmentcanmakefulluseofdayandnight,greatlyimprovetheeconomicbenefit.Inaddition,thepureelectricvehiclestructureissimple,operationandlessdrivingpart,maintenanceisconvenient.Atpresent,thepureelectricvehiclestherearestillsometechnicaldefects.Themainproblemisthebatteryunitweighttostoretoomuchelectricity,onceafterafullchargemileageisnotideal;Atthesametime,highreservesbatteryservicelifeisshort,thecostishigh,maketheoverallcostishigher,pureelectricvehicles,ofcourse,it'snoneofpureelectricvehiclestorealizecommercialization,alsocan'tformscaleeconomy.Therefore,thedevelopmentofawiderangeofpureelectricvehiclesisthetoppriorityofthedevelopmentofadvancedbattery.Fuelcellcarfuelcellisusedasthepowersourceofelectricvehicles.Thebatteryenergyisthroughthechemistryofhydrogenandoxygen,directlyintoelectricity.Storageofhydrogenandoxygenintheairinthefuelcellproduceschemicalreaction,generateelectricitytostartthemotor,soastodrivethecar.Inaddition,methanol,hydrogengas,gasoline,dieseloilcanreplace.Fuelcellintheprocessofchemicalreactionwithoutburning,sothefuelcellcarisnopollutiontotheenvironment.Atthesametime,theenergyconversionefficiencyoffuelcellis2to3timeshigherthantheinternalcombustionengine,sofromtheaspectsofenergyutilizationandenvironmentalprotection,isanidealvehiclefuelcellcar.Comparedwiththetraditionalvehicles,fuelcellvehicleshasthefollowingadvantages:nopollution,zeroemissions.ToreducethegreenhousegasemissionsHighenergyconversioneffect.Widerangeoffuelselection.Inrecentyears,greatprogresshasbeenmadeinfuelcelltechnology,theworldmanyfamousautomobilemanufacturerssuchasToyota,ford,BMW,etcarepurposeful,plannedtofuelcellvehiclesonthemarket.Hydrogenpoweredcarsaredividedintohydrogenfuelcellvehicleswithhydrogeninternalcombustionvehicle.Theformerwithordinaryfuelcellcars,byhydrogenfuelcellsinliquidhydrogenandoxygentoproduceelectricityintheairtopushthecar.Withhydrogenfuelcellvehiclesusingdifferentmotor,hydrogenisusedforcarinternalcombustionengine,byhydrogengasandairmixturecombustionproducesenergy,soastomovethecar.Hydrogeninternalcombustionvehicleinazerodischargeofhydrogenfuel-cellcars,nopollution,etc.Befoulreferstoproductoritsby-productsofagricultureandforestry,industrialwaste,livinggarbageandotherbiologicalorganismanditsmetabolicwasteasrawmaterialformakingfuel.Inmostcases,"befoul"usedtospecificallytoethanol,methanol,aliquidfuelssuchasbodies.Befoulsmainlyincludebiologicaldieselcarsandfuelethanolcar.Newenergycarsrepresentthefutureoftheworldautomobileindustrydevelopmentdirection,isthecommandingheightsoftheworldautomobileindustryinthefuture.Vigorouslydevelopnewenergyvehiclesistheworld'scountriesandmajorautomakerscommonstrategicchoice.Sincethe2008financialcrisis,theworld'smajorautomobileproductioncountriesincreasethedevelopmentofnewenergyautomotiveindustryasitsindustrycompetitionability,keepthesustainableeconomicandsocialdevelopmentofmajorstrategicmeasures.Atthesametime,thedevelopmentofnewenergyvehiclesbutalsothebreachtoseekaneweconomicgrowthpointandthebasicwaytorealizetransportationenergytransformation.Supportfornewenergyvehicletechnologyandrelatedfiscalandtaxpolicy,hasbecomethepowerfulweaponofcountriestotacklethefinancialcrisis.Tothatend,countrieshaveissuedaseriesofpoliciesandmeasurestoencouragedomesticthedevelopmentofnewenergyvehiclesandrelatedindustry.Astheworld'ssecondlargestautoproducerandahandfulofautomotivetechnologypowerhouse,Japan,whichismainlycomposedofhybridandelectricvehiclesinthedevelopmentofnewenergyvehicles,leadstheworldinothercountries.Atthesametime,Japanisalsoahybridcarpenetrationofthehighest.OnApril12,2010,theJapaneseeconomy,tradeandindustryjointJapaneachbigautocompaniesandtheacademiccommunitytosetupthestrategyof"anewgenerationofautomobileresearchinstitute"announced"anewgenerationofautomotivestrategy2010",putforwardtoJapanbuilt"anewgenerationofnewenergyautomobileresearchanddevelopmentandproductionbase".StudythedevelopmentofJapan'snewenergyautomotiveindustrywillhaveonthedevelopmentofnewenergyvehiclesindustryinChinahasimportantsignificance.

中文文獻(xiàn)近年來(lái)，隨著國(guó)民經(jīng)濟(jì)的不斷發(fā)展，世界各國(guó)尤其是以中國(guó)、印度為首的發(fā)展中國(guó)家的汽車(chē)保有量急劇增長(zhǎng)。汽車(chē)的尾氣排放對(duì)自然環(huán)境及人類(lèi)居住環(huán)境造成的破壞越來(lái)越明顯;汽車(chē)所需要消耗的石油量不斷上升，國(guó)際能源供給日趨緊張，人類(lèi)以往的汽車(chē)生產(chǎn)和生活方式已經(jīng)到了必須變革的時(shí)候。傳統(tǒng)汽車(chē)所帶來(lái)的能源消耗和氣候變暖問(wèn)題己不容忽視。在這樣背景下，發(fā)展新能源汽車(chē)對(duì)降低環(huán)境污染、緩解石油短缺有著重要的意義。新能源汽車(chē)主要包括混合動(dòng)力電動(dòng)汽車(chē)、純電動(dòng)汽車(chē)，包括太陽(yáng)能汽車(chē)、燃料電池電動(dòng)汽車(chē)、其他新能源汽車(chē)等。有別于其他常規(guī)汽車(chē)，新能源汽車(chē)使用非常規(guī)燃料作為動(dòng)力來(lái)源，具有排放小甚至零排放的優(yōu)點(diǎn)，對(duì)環(huán)境污染的壓力很小，具有非常廣泛的前景。混合動(dòng)力汽車(chē)的關(guān)鍵是混合動(dòng)力系統(tǒng)，它的性能直接關(guān)系到混合動(dòng)力汽車(chē)的整體性能。經(jīng)過(guò)十余年的技術(shù)發(fā)展，混合動(dòng)力系統(tǒng)已從原來(lái)發(fā)動(dòng)機(jī)與電動(dòng)機(jī)的離散結(jié)構(gòu)向發(fā)動(dòng)機(jī)、電動(dòng)機(jī)和變速器一體化結(jié)構(gòu)發(fā)展，即集成化混合動(dòng)力系統(tǒng)。混合動(dòng)力汽車(chē)是電動(dòng)汽車(chē)與傳統(tǒng)內(nèi)燃機(jī)汽車(chē)相結(jié)合的產(chǎn)物，它既繼承了電動(dòng)汽車(chē)低排放，低噪音的優(yōu)點(diǎn)，又發(fā)揮了普通燃料汽車(chē)高扭矩和高功率的優(yōu)點(diǎn)，顯著改善了傳統(tǒng)內(nèi)燃機(jī)汽車(chē)的排放性和燃油經(jīng)濟(jì)性，增加了純電動(dòng)汽車(chē)的續(xù)航里程，在由內(nèi)燃機(jī)汽車(chē)向電動(dòng)汽車(chē)的轉(zhuǎn)變過(guò)程中扮演了重要的角色。混聯(lián)式混合動(dòng)力汽車(chē)包含了串聯(lián)式和并聯(lián)式的特點(diǎn)。動(dòng)力系統(tǒng)包括發(fā)動(dòng)機(jī)、發(fā)電機(jī)和電動(dòng)機(jī)。在低速時(shí)只靠電動(dòng)機(jī)驅(qū)動(dòng)行駛，當(dāng)速度提高時(shí)發(fā)動(dòng)機(jī)和電動(dòng)機(jī)相配合驅(qū)動(dòng)汽車(chē)。這種方式需要?jiǎng)恿Ψ峙溲b置和發(fā)電機(jī)等，因此結(jié)構(gòu)復(fù)雜。純電動(dòng)汽車(chē)是一種采用單一蓄電池作為儲(chǔ)能動(dòng)力源的汽車(chē)。它利用蓄電池作為儲(chǔ)能動(dòng)力源，通過(guò)電池向電動(dòng)馬達(dá)提供電能.驅(qū)動(dòng)電動(dòng)馬達(dá)運(yùn)轉(zhuǎn)，從而推動(dòng)汽車(chē)行進(jìn)。純電動(dòng)汽車(chē)由底盤(pán)、車(chē)身、蓄電池組、電動(dòng)馬達(dá)、控制器和蓄電池等六部分組成。由于電動(dòng)馬達(dá)具有良好的牽引特性，因此純電動(dòng)汽車(chē)的傳動(dòng)系統(tǒng)不需要離合器和變速器。車(chē)速控制由控制器通過(guò)調(diào)速系統(tǒng)改變電動(dòng)馬達(dá)的轉(zhuǎn)速即可實(shí)現(xiàn)。與混合動(dòng)力最大的不同在于，純電動(dòng)汽車(chē)完全不使用內(nèi)燃機(jī)作為發(fā)動(dòng)裝置，也不使用汽油、柴油等燃料，而是完全采用可充電式電池驅(qū)動(dòng)。純電動(dòng)汽車(chē)的優(yōu)點(diǎn)是:首先，它本身不排放污染大氣的有害氣體。即使按其所耗電量換算為發(fā)電廠的排放，除硫和微粒外，其它污染物也顯著減少，由于電廠大多建于遠(yuǎn)離人口密集的城市，對(duì)人類(lèi)傷害較少，而且電廠都是固定不動(dòng)的，集中的排放，清除各種有害排放物較容易，也已有了相關(guān)技術(shù)。由于電力可以從多種一次能源獲得，如煤、水力、核能等，解除了人們對(duì)石油資源日見(jiàn)枯竭的擔(dān)心。其次，純電動(dòng)汽車(chē)還可以充分利用晚間用電低谷時(shí)富余的電力進(jìn)行充電，使發(fā)電設(shè)備日夜都能充分利用，大大提高其經(jīng)濟(jì)效益。此外，純電動(dòng)汽車(chē)結(jié)構(gòu)簡(jiǎn)單，運(yùn)轉(zhuǎn)和傳動(dòng)部件少，維修保養(yǎng)工作方便。目前，純電動(dòng)汽車(chē)仍存在一些技術(shù)上的缺陷。最主要的問(wèn)題在于蓄電池單位重量?jī)?chǔ)存的電能太少，一次充滿(mǎn)電后行駛里程不理想;同時(shí)，高儲(chǔ)量的電池使用壽命較短，使用成本高，使得純電動(dòng)汽車(chē)總體成本比較高