留學生dissertation：無人駕駛汽車市場營銷計劃

1.1 Marketing Plan市場營銷計劃

百度擁有頂級的高精度地圖系統，這是發展無人駕駛技術的關鍵，因此，這一優越的基礎條件為我們發展無人駕駛汽車提供了極大的便利。除市場進入壁壘高、潛在利潤巨大外，市場競爭對手寥寥無幾，顯示出良好的市場前景。
Baidu has the top high precision map system, which is the key to develop the driverless technology, therefore, this excellent basic conditions provide a great convenience for us to develop the driverless vehicles. Except the market entry barriers are high and the potential profits are huge, there are only a few number of competitors in the market, thus the driverless vehicles market shows a good market prospect.

1.2 Product產品

目前，我公司已經研發出一款由百度和金龍客車共同研發的純電動無人駕駛汽車阿波羅。根據SAE標準，這款產品屬于無人駕駛汽車的L4級，這意味著高度自動化的阿波羅無需人工控制即可自動執行各種基本駕駛操作。在工廠、景區等相對穩定的封閉環境中，阿波羅可以代替司機完成無聊的穿梭工作，從而降低成本，提高運輸效率。無人駕駛控制系統能夠數字化描述道路信息，準確、高效地控制道路使用方式，減少高速公路占用空間，為乘客提供更舒適、安全、便捷的出行環境。
為了增加我們產品線的深度，我們將重點開發兩款新型無人駕駛公交車：Beta和Omega。它以阿波羅號為基礎，解決不同速度需求和載客量的問題。在保證產品高質量的前提下，我們將繼續使用RTM新型復合材料來減少車輛的磨損，并增加車載激光雷達、超聲波雷達等傳感器的數量，以提高無人駕駛車輛的道路監控和駕駛環境判斷。而且，貝塔和歐米茄將結合5G趨勢進行改進，與阿波羅相比，它們將具有更優越、更快速的實時數據傳輸速度，大大提高無人駕駛公交車的道路控制和信息交換效率。貝塔的最高時速將超過每小時70至100公里，歐米茄的滿載率將達到40人，達到中型客車的標準。三種公交車的靈活組合，可以幫助景區根據客流的實際變化進行調整，提高運營效率。#p#分頁標題#e#

At present, our company has created a kind of pure electric driverless vehicle called  Apollo that developed by Baidu and Jinlong Bus. According to SAE standards, this product belongs to the L4 class of the driverless vehicle, which means that the highly automated Apollo can automatically perform a variety of basic driving operations without human control. In the relatively stable closed environment such as factories and scenic areas, Apollo can replace the driver to complete the boring shuttle work, thus reducing the cost and improving the transportation efficiency. The driverless control system can digitally describe road information, accurately and efficiently control the way of how to use roads and reducing the occupied space of highways, providing passengers with a more comfortable, safe and convenient travel environment.

In order to increase the depth of our product line, we will focus on the development of two new driverless buses: Beta and Omega. It is based on the Apollon and solve the problem of different speed needs and the passenger capacity. Ensuring the high product quality, we will continue use the RTM new composite materials to reduce the wear of vehicles, and increase the number of sensors such as on-board lidar and ultrasonic radar to improve the road monitoring and driving environment judgment of driverless vehicles. Moreover, Beta and Omega will combine the 5G trend to improve, when compared with Apollo, they will have the superior and faster data transmission speed in real time, and greatly improve the efficiency of road control and information exchange for driverless buses. The top speed of Beta will exceed 70 to 100 kilometers per hour, and Omega's full load will reach the 40-person meeting the standards of a medium bus. The flexibility combination of three types of buses can help scenic areas make adjustments on actual changes in passenger flow to improving its operational efficiency.
 

圖為無人駕駛汽車

1.3 Price價格

Affected by the cost of technology research and development and the on-board equipment, the cost of production driverless buses is far more than ordinary passenger cars, which brings certain pressure on the capital chain and requires cost recovery as soon as possible. Hence, we are suitable to adopt the market-skimming pricing for the purpose of recovering profits.#p#分頁標題#e#

On the other hand, as of December 2018, the Yutong, Golden Dragon and CRRC have participated in launch driverless buses in the Chinese market. However, there are not many enterprises that have invested in quantitative production driverless buses in the same way as Jinlong, thus the pressure from competitors in the driverless vehicles market is not great and raising prices properly does not affect our competition in the market. Simultaneously, iiMedia Research's forecast of total global driverless vehicles global unmanned car market share in 2021 will rise from $4 billion in 2016 to $7.03 billion. (Ivan 2017) This also means that the market has strong enough consumption capacity to adapt a higher product pricing strategy.

Beta and Omega are mainly placed in scenic areas that own a strong economic capabilities,and support financial leasing, allowed loan purchase and other purchase methods. Based on the market price of Apollon 1 million RMB, we will price Beta at around 1.5 million, and Omega will sell for more than 2.8 million. Furthermore, we will provide a quantity discount for three kind of buses, and add extra sales discount if necessary.