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论文编号：	15442
作者编号：	2320224039
上传时间：	2025/6/11 16:11:38
中文题目：	蔚来汽车虚拟品牌社区(NIO APP)运营策略优化研究
英文题目：	Research on the Optimization of Operational Strategies for NIO''s Virtual Brand Community (NIO APP)
指导老师：	石鉴
中文关键字：	蔚来汽车;虚拟品牌社区;运营管理;精益运营;服务运营
英文关键字：	NIO; Virtual Brand Community; Operations Management; Lean Operations; Service Operations
中文摘要：	随着环境保护与可持续发展成为全球关注焦点，新能源市场需求持续攀升。 面对空前激烈的市场竞争，企业间的竞争焦点由传统产品和服务加速专向时间、 空间的信息竞争，为了提升信息资源获取效率，越来越多的企业通过自建虚拟品 牌社区来增强竞争力。同时，为了更好的连接用户，也将虚拟品牌社区作为购车、 用车服务入口，从而虚拟品牌社区成为了车企提升运营效率和用户体验的核心 运营系统。 本研究综合运用文献研究、案例研究、流程分析研究及参与研究等方法，结 合运营管理学理论系统理论、精益运营理论、服务运营理论，及价值共创理论、 SOR(刺激-机体-反应)理论交叉分析 NIO APP 运营效率。首先分析案例企业 NIO APP 运营现状和问题，梳理了蔚来汽车公司概况，拆解 NIO APP 运营系统 架构，以系统理论作为支撑将其拆解为用户层、功能层、资源层、运营层、技术 层，且结合系统特性整体性、关联性、动态性、涌现性分析各层架构间的边界、 关系，借助精益运营理论、服务运营理论诊断NIO APP社区运营、服务运营的 业务流程效率、资源配置、组织协作、数据孤岛等问题，同时说明价值共创理论 对社区运营效率的贡献，SOR 原理如何应用于对用户心理和行为的影响。研究 发现运营瓶颈:内容发布效率低、社群生态失衡、购车流程存在系统性障碍，针 对性提出了技术赋能、数据融通、流程再造、组织协同、规范管理等运营策略优 化方案，并从组织、数据、人力、技术等方面提出优化策略的实施保障，构建三 维评价体系科学、动态的评估优化效果。 本研究将运营管理理论引入虚拟品牌社区运营的研究，不仅丰富了理论应 用场景，也为数字化社区运营提供创新性理论框架。本文的研究结论，能够解决 NIO APP 当前运营瓶颈，提升运营效率。同时可以为其他新能源车企虚拟品牌 社区运营提供理论和实践参考。
英文摘要：	With environmental protection and sustainable development becoming a global focus, the demand in the new energy market continues to rise. Facing unprecedented market competition, the focus of competition among enterprises has rapidly shifted from traditional products and services to information competition in terms of time and space. To enhance the efficiency of information resource acquisition, an increasing number of enterprises are strengthening their competitiveness by building their own virtual brand communities. Simultaneously, to better connect with users, these virtual brand communities are also serving as entry points for car purchasing and usage services, thereby becoming a core operational system for automakers to improve operational efficiency and user experience. This thesis comprehensively employs methods such as literature research, case studies, process analysis, and participatory research, integrating theories from operations management, including systems theory, lean operations theory, service operations theory, as well as value co-creation theory and the Stimulus-Organism- Response (SOR) theory, to conduct a cross-analysis of the operational efficiency of the NIO APP. Firstly, it analyzes the current status and issues of the NIO APP's operations, outlines the profile of NIO Inc., and deconstructs the operational system architecture of the NIO APP. Supported by systems theory, the architecture is broken down into user layer, functional layer, resource layer, operational layer, and technical layer. The study examines the boundaries and relationships among these layers by considering the systemic characteristics of wholeness, relevance, dynamics, and emergence. Leveraging lean operations theory and service operations theory, it diagnoses issues in the NIO APP's community operations and service operations, such as business process efficiency, resource allocation, organizational collaboration, and data silos. Additionally, it explains the contribution of value co-creation theory to community operational efficiency and how the SOR principle can be applied to influence user psychology and behavior. The research identifies operational bottlenecks, including low content publishing efficiency, imbalanced community ecosystems, and systemic obstacles in the car purchasing process. Targeted optimization strategies are proposed, such as technology empowerment, data integration, process reengineering, organizational collaboration, and standardized management. Implementation safeguards for these strategies are suggested from organizational, data, human resource, and technical perspectives, and a three-dimensional evaluation system is constructed to scientifically and dynamically assess the optimization outcomes. By introducing operations management theory into the study of virtual brand community operations, this research not only enriches the application scenarios of the theory but also provides an innovative theoretical framework for digital community operations. The conclusions of this thesis can address the current operational bottlenecks of the NIO APP and enhance its operational efficiency. Meanwhile, it offers theoretical and practical references for the virtual brand community operations of other new energy automakers.
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