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论文编号：	15984
作者编号：	2320234134
上传时间：	2026/6/1 19:57:02
中文题目：	比亚迪公司迪空间场景营销模式研究
英文题目：	Research on the Scene Marketing Model of BYD''s Di Space
指导老师：	白长虹
中文关键字：	场景营销；比亚迪迪空间；汽车营销；人货场重构；新能源汽车
英文关键字：	Scene Marketing；BYD''s Di Space；Automobile Marketing；Reconstruction of People-Goods-Field；New Energy Vehicles
中文摘要：	在汽车行业从产品为中心向用户为中心深度转型阶段，传统4S店以车为中心，重交易、轻体验的营销模式逐渐的陷入发展瓶颈，在这个信息透明的互联网时代，越来越难以满足客户对便捷、透明和个性化服务的需求。场景营销通过沉浸式科普和情感共鸣的方式，逐渐的成为了汽车品牌实现营销创新与增长突破的核心路径。比亚迪，是新能源汽车的龙头企业，也是全球新能源汽车的绝对领导者，其实现了从中国冠军向世界冠军的跨越，在销量、技术、以及产业链布局上均处于行业顶尖水平。其打造的迪空间新能源汽车科普馆，通过场景营销的方式，以科普+体验的模式，给客户以无推销的沉浸式体验，消除了客户的购车顾虑，最终建立了客户的信任，并将这种信任实现了销售的转化。 本文以比亚迪迪空间为研究案例，基于体验营销、场景营销、整合营销传播等理论，采用案例研究法、文献研究法与实地调研法，系统解构迪空间场景营销模式的构建逻辑与价值创造路径，剖析其在场景构建、用户旅程设计、动态运营等方面的特征，并结合行业现状指出其现存问题与优化方向。研究发现，汽车场景营销的核心在于通过重构“人-货-场”关系，将物理功能空间转化为具有情感与价值认同的意义场域，以意义连接实现用户价值、品牌价值与增长价值的协同提升；比亚迪迪空间通过技术展示+生活方式+用户社交的三维定位，构建了全链路场景驱动用户旅程与稳态+动态的场景运营机制，为汽车行业场景化转型提供了实践范本。同时，本文结合场景创新经济学理论，提出汽车场景营销从单一场景运营向场景生态构建演进的未来趋势，丰富了场景营销在工业品领域的理论体系，为汽车品牌场景化转型提供了可操作性框架。
英文摘要：	During the profound transformation phase of the automotive industry from product-centered to user-centered, traditional 4S stores, which focus on vehicles and prioritize transactions over experience, are gradually encountering development bottlenecks. In this era of information transparency, they increasingly struggle to meet customers' demands for convenience, transparency, and personalized services. Scene marketing, through immersive education and emotional resonance, has gradually become the core pathway for automotive brands to achieve marketing innovation and growth breakthroughs. BYD, a leading enterprise in new energy vehicles and an absolute leader in the global new energy automotive sector, has achieved a leap from Chinese champion to world champion, excelling in sales, technology, and industrial chain layout. The Di Space New Energy Vehicle Science Museum, created by BYD, employs scene marketing with an educational + experiential model to provide customers with a sales-free immersive experience, alleviating their purchasing concerns, ultimately building trust and converting this trust into sales. This thesis takes BYD's Di Space as a research case, employing case study, literature review, and field research methods based on theories such as experiential marketing, scene marketing, and integrated marketing communication. It systematically deconstructs the construction logic and value creation path of the Di Space scene marketing model, analyzing its characteristics in scenario construction, user journey design, and dynamic operations. Combining industry trends, it identifies existing issues and optimization directions. The study finds that the core of automotive scene marketing lies in redefining the "person-goods-space" relationship to transform physical functional spaces into meaningful domains of emotional and value alignment, achieving synergistic enhancement of user value, brand value, and growth value through meaningful connections. BYD's Di Space establishesa full-link scenario-driven user journey and a steady-state+ dynamic scenario operation mechanism through its three-dimensional positioning of technology showcase + lifestyle + user socialization, providing a practical blueprint for the scenario-driven transformation of the automotive industry. Additionally, by integrating scenario innovation economics theory, the thesis proposes the future evolution of automotive scene marketing from single-scenario operations to scenario ecosystem construction, enriching the theoretical framework of scene marketing in industrial products and offering an actionable framework for automotive brand scenario transformation.
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