“蔚来汽车”社群营销模式研究

Research on the Community Marketing Model of “NIO”

我国是目前全球最大的新能源汽车市场,竞争激烈,而蔚来汽车独特的社群营销模式是帮助它坐拥国内市值第一造车新势力头衔的原因之一。新能源汽车作为一种比较新的事物,本身尚不能完全被持有保守观念的汽车消费者所接受。为缓解环境问题,响应国家对新能源汽车发展规划,必须加大新能源汽车的推广力度。基于此,本文分析国内传统汽车行业社群营销的现状,结合热度不断上升的新能源车企蔚来汽车社群营销模式的创新与不足,并指出社群营销模式的未来发展趋势。

China is currently the world’s largest new energy vehicle market with fierce competition,and NIO’s unique community marketing model is one of the reasons that helps it win the title of No.1 new car maker in China by market value.As a relatively new thing,new energy vehicles themselves cannot yet be fully accepted by car consumers with conservative ideas.In order to alleviate environmental problems and respond to the country’s development plan for new energy vehicles,it is necessary to increase the promotion of new energy vehicles.Based on this,this article analyzes the status quo of community marketing in the traditional domestic automobile industry,combined with the innovation and deficiencies of the community marketing model of the new energy car company NIO,which is rising in popularity,and pointes out the future development trend of the community marketing model.