摘要:随着全球经济社会的不断发展和人口的增长，人类活动对地球系统的变化造成了巨大的影响，资源的短缺、环境的恶化、灾害的频繁发生，日益威胁着人类的生存和发展。人类在日益发展的同时，却不知道自己也在伤害自己赖以生存的家园，当今地球环境已经变得很恶劣，特别是资源匮乏问题，很多资源的短缺已经严重影响到人类社会的发展，可以说是燃眉之急，我们必须及时采取正确的方法解决，作为公民我们都应该响应国家的号召, 在自身的岗位上做到节约能源，降低污染的排放。

　　　近年来，由于油气资源的日益枯竭和环境污染，使大家对传统汽车的反应越来越强烈，为此清洁环保的新能源汽车成为各大汽车企业以及各国关注的焦点。在日渐成熟的新能源汽车消费市场上，各方力量对此竞争越来越激烈。在这样的环境下，正确把握新能源汽车的消费者行为特征与规律，对新能源汽车企业在产品的开发设计、产品的定位及定价等市场营销策略制定上具备一定的现实指导意义。

　　　本文首先介绍了新能源汽车的概念及发展现状，然后介绍国内外新能源汽车市场发展现状及竞争环境。了解新能源汽车市场的优势和劣势，并且深入研究中国新能源汽车市场的竞争环境，营销策略，然后提出了一些关于新能源汽车市场发展中所面临的问题，最后通过所学知识，分析新能源汽车市场存在的问题的原因，并针对新能源汽车市场发展中将面临的问题提出相关解决建议。

关键字：新能源汽车  市场竞争  营销策略

ABSTRACT:With the continuous economic and social development and population growth, human activities on the Earth system change had a huge impact, resource shortages, environmental degradation, frequent disasters, increasingly threatening human survival and development. Increasing human development, but do not know their own survival damage homes, today's global environment is close to devastated, especially lack of resources, a lot of resources of the growing shortage has seriously affected the development of human society, can said pressing need to take the right approach must be promptly resolved, as citizens we should respond to national call, in its own positions to do to save energy consumption and reduce emissions.    In recent years, the increasing depletion of oil and gas resources and environmental pollution, so that people more and more intense questioning of conventional cars, this clean and environmentally friendly new energy vehicles become a major auto companies and even the focus of national attention. In an increasingly sophisticated consumer market of new energy vehicles, the forces for this competition more intense. In such an environment, correctly grasp the new energy automotive consumer behavior and rules for new energy vehicles in the product development and design, product positioning and pricing marketing strategy formulation has certain practical significance.    This paper introduces the concept of new energy vehicles and development status, and then describes the development of domestic and foreign new energy vehicle market situation, competitive environment. Understanding of the new energy vehicle market challenges and difficulties, and in-depth study BYD new energy vehicle market competitive environment, marketing strategy, and then put forward some new energy vehicle market development in the face of the problem, and finally through the knowledge, analysis of new energy vehicles problems faced by market reasons, and for the development of new energy vehicle market problems related solutions put forward suggestions.Keywords: new energy vehicle ;market competitive ;marketing strategy