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论文编号：	14880
作者编号：	2320224052
上传时间：	2024/12/5 9:51:10
中文题目：	蔚来新能源汽车营销组合策略研究
英文题目：	Research on New Energy Vehicle Marketing Mix Strategy of NIO
指导老师：	张永强
中文关键字：	蔚来新能源汽车;市场定位;营销组合策略
英文关键字：	NIO NEV; market positioning; marketing mix strategy
中文摘要：	在全球能源结构转型和环境保护意识日益增强的背景下，新能源汽车产业作为应对气候变化、减少环境污染的重要手段，正经历着前所未有的快速发展。随着技术的不断进步和成本的逐步降低，新能源汽车，尤其是纯电动汽车和插电式混合动力汽车，已成为全球汽车产业转型升级的重要方向。各国政府纷纷出台一系列激励政策，包括购车补贴、税收优惠、基础设施建设等，以推动新能源汽车市场的扩大和技术的成熟。因此新能源汽车营销策略的研究显得尤为重要，本文以蔚来新能源汽车为例对其营销策略进行深入研究。 本文首先运用环境分析工具及竞争分析工具对蔚来新能源汽车宏观环境、竞争环境对蔚来新能源汽车宏观环境、竞争环境进行深入分析，并对蔚来新能源汽车进行了SWOT分析，为后续做营销策略搭建与优化提供有力的支撑。论文也对蔚来新能源汽车用户的购买行为进行分析，为后续制定营销策略提供依据与支点。 论文运营STP战略营销分析框架，对新能源汽车市场进行细分，从中选择对应的目标市场，进而明确其市场定位，最终以“高端品牌形象、智能化领先者、用户至上的服务理念”作为市场定位。在此基础上，阐述了蔚来新能源汽车的4Ps营销组合策略，并提出这些策略的实施保障措施，包括人才队伍保障，资金保障，技术研发及储备保障。 希望本文的研究，不仅可以为蔚来新能源汽车营销策略优化提供建议，而且也为其他新能源汽车企业营销实践提供参考和借鉴，推动我国新能源汽车产业的升级和发展。
英文摘要：	Amid global energy transition and heightened environmental awareness, the NEV industry is experiencing rapid growth as a key solution to climate change. Technological progress and cost reductions have positioned NEVs, notably BEVs and PHEVs, as significant for automotive transformation. Governments globally implement incentives to drive NEV market expansion and technology maturation, making NEV marketing strategy research crucial. This paper focuses on NIO's marketing strategies. This paper employs environmental analysis tools and competitive analysis frameworks to conduct an in-depth exploration of the macro-environment and competitive landscape surrounding NIO's NEVs. A SWOT analysis is also undertaken for NIO's NEVs, providing a robust foundation for the subsequent formulation and refinement of marketing strategies. Furthermore, the paper analyzes the purchasing behavior of NIO's NEV customers, offering insights and a basis for the development of subsequent marketing strategies. Utilizing the STP strategic, the paper segments the NEV market, selects corresponding target markets, and thereby clarifies its market positioning. Ultimately, "premium brand image, intelligent technology leader, and user-centric service philosophy" are adopted as the market positioning. Building on this, the paper elucidates NIO's 4Ps marketing mix strategies and proposes implementation safeguards for these strategies, encompassing talent team assurance, financial assurance, and technology research, development, and reserve assurance. It is hoped that the research in this paper can not only provide suggestions for the optimization of NIO's NEV marketing strategies but also serve as a reference for the marketing practices of other NEV enterprises, thereby promoting the upgrading and development of China's NEV industry.
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