摘要：随着新能源企业的和提供零部件的企业的破产和倒闭，从而导致了全球的新能源车发展进入非常缓慢的阶段，但在同一时间，有一家美国的电动汽车公司在2003年成立，其销售量反常的表现受到全球各地的关注和热议。特斯拉在短短的十年中，从亏损到十年后的第一季度就盈利1125万美元，销售量高达4900量，利润率高达百分之二十五，相比较于之前的日产和通用，特斯拉已经很成功了，成为了全球最产销的的新能源汽车，特斯拉之所以取得这样的成功绝非偶然，而是凭着特斯拉当初成立时的目标，从特斯拉推出的车型我们分为三个阶段，第一阶段就是推出高端、豪华的电动跑车，第二阶段就是推出就是高性价比的电动轿车，第三阶段就是推出更加实惠，高性价比的SUV。从目前来看，价格还是没有达到预期时的成本，但是作为新能源汽车中的高端新能源汽车已经被广大的高层白领等社会所接受，特斯拉的开端也是看到了新能源汽车未来美好的前景。本文立足的就是新能源汽车中的特斯拉为例，了解特斯拉汽车公司、产品的定位、营销模式和新能源汽车的特斯拉是如何去打破原有燃油的传统汽车市场，如何进行市场营销的分析，以及新能源汽车能否被客户所接受。71342

毕业论文关键词：进口贸易；特斯拉；电动汽车；

Market analysis and market strategy research of new energy vehicle import trade- Tesla electric car as an example

Abstract: with the development of new energy enterprises and to provide spare parts enterprise bankruptcy and collapse, which led to the global development of new energy vehicles into the very slow stage, but at the same time, there is an American electric car company was founded in 2003, its sales table is unusual worldwide concern and hot. Tesla in just ten years, from the loss to the first quarter of ten years after the profit of $11 million 250 thousand, up to 4900 of sales volume, profit rate of twenty-five percent, compared to the previous Nissan and GM, Tesla has been very successful, has become the world's largest production and sales of new energy vehicles, Tesla's success is not such a chance, but with Tesla established when the original target, from Tesla launched models we pided into three stages, the first stage is the introduction of high-end luxury electric sports car, the second stage is the introduction of electric cars is cost-effective, the third stage is to launch a more affordable, cost-effective SUV. From the current point of view, the price did not achieve the anticipated cost, but as a new energy vehicles in the high-end new energy vehicles have been accepted by the majority of senior white-collar workers and other social, Tesla also saw the beginning of the new energy vehicles better future prospects. This paper is based on the new energy vehicles in the case of Tesla, Tesla Motors, understand the product positioning, marketing mode and new energy vehicles, Tesla is how to break the original traditional fuel vehicle market, how to analyze the market marketing, and new energy vehicles can be accepted by customers.

Key Words: import trade; Tesla; electric vehicle;

目  录

一、绪论 1

(一) 研究的背景和意义 1

1、研究的背景 1

2、研究的意义 2

(二) 研究内容和方法 2

1、研究的内容 2

2、研究的方法 3

二、新能源汽车特斯拉与电动汽车 4

(一) 特斯拉公司的由来