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论文编号：	14516
作者编号：	2120223749
上传时间：	2024/5/31 15:15:01
中文题目：	蔚来汽车科技有限公司新能源汽车营销策略优化研究
英文题目：	Research on Optimization of New Energy Vehicle Marketing Strategy of NIO Automotive Technology Co., Ltd
指导老师：	牛建波副教授
中文关键字：	新能源汽车；蔚来汽车；营销策略
英文关键字：	New energy vehicles; NIO; Marketing strategy
中文摘要：	近年来，在全球能源加速转型以及我国倡导并推进双碳战略的背景下，新能源汽车市场持续繁荣，渗透率不断攀升，逐步冲击着燃油汽车在整体汽车市场中的主导地位。但与此同时，在政府补贴逐步退坡以及行业内部竞争逐步加剧的形势之下，国内新能源汽车市场已经逐渐进入从政策驱动过渡至市场驱动的关键进程之中。新能源车企在应对市场波动之余，还需全面承受来自产品力、服务体验以及营销转化等多方面的竞争压力。因此，如何积极应对市场变化并且从竞争中突围对于新能源汽车企业而言至关重要，而营销策略在其中发挥的作用势必不容忽视。 蔚来汽车作为造车新势力企业，定位于高端纯电动汽车市场。自成立以来，蔚来汽车发展速度迅猛，凭借其颇具特色的换电技术以及客户服务理念逐步成为新能源汽车市场中的领先品牌之一。但同时，蔚来汽车在现阶段仍面临着亏损严重、销量不达预期以及营销转型等问题与挑战。因此，蔚来需要在营销策略方面寻求优化，以助其取得更好的营销表现以及更良好的发展态势。 本文将从4P营销理论、STP理论以及体验营销理论等理论出发，同时辅以调研访谈和问卷调查等数据分析的方式明确蔚来汽车在产品、价格、渠道、促销以及市场定位等维度的营销策略现状和可优化问题。同时，本文针对其营销策略问题进行深入研究，指出对应的原因、优化方向以及对应路径，并进一步提出蔚来汽车实施营销策略的保障措施。此外，本文的研究结论对于其他新能源汽车企业营销策略的研判与设计同样具有一定的借鉴意义和参考价值。
英文摘要：	In recent years, against the backdrop of accelerated global energy transformation and China's advocacy and promotion of the dual carbon strategy, the new energy vehicle market has continued to prosper, with its penetration rates continuously increasing, and gradually impacted the dominant position of fuel vehicles in the overall automotive market. However, at the same time, with the gradual decline of government subsidies and intensified competition within the industry, the domestic new energy vehicle market has gradually entered a critical process of transitioning from policy driven to market driven. In addition to dealing with market fluctuations, new energy vehicle companies also need to fully withstand competitive pressures from various aspects such as product strength, service experience, and marketing conversion. Therefore, it is crucial for new energy vehicle companies to actively respond to market changes and break through competition, and the role of marketing strategies in it cannot be ignored. As a new force in the automotive industry, NIO is positioned in the high-end pure electric vehicle market. Since its establishment, NIO has developed rapidly and has gradually become one of the leading brands in the new energy vehicle market with its distinctive battery swapping technology and customer service philosophy. However, at the current stage, NIO Automobile still faces some issues and challenges, which are serious losses, sales not meeting expectations, and marketing transformation. Therefore, NIO needs to seek optimization in its marketing strategy to help it achieve better marketing performance and a better development trend. This article will start from theories such as 4P marketing theory, STP theory, and experiential marketing theory, and use data analysis methods such as research interviews and questionnaire surveys to clarify the current status and optimization issues of NIO’s marketing strategies in product, price, channel, promotion, and market positioning dimensions. Meanwhile, this article conducts in-depth research on its marketing strategy issues, pointing out the corresponding reasons, optimization directions, and corresponding paths, and further proposing guarantee measures for NIO’s implementation of marketing strategies. In addition, the research findings of this article also have certain reference significance and value for the analysis and design of marketing strategies for other new energy vehicle enterprises.
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