新媒体视阈下的新能源汽车营销渠道困境与突破

Dilemma and Breakthroughs of New Energy Vehicles’Marketing Channel from the Perspective of New Media

随着“双碳”目标的持续推进,新能源汽车依然成为汽车市场发展的未来趋势。在万物皆媒的时代,对新能源汽车的市场推广,首先要正视其商品属性,注重产品特色,尤其突出与传统能源汽车的比较优势,然后依托网络与视频平台,借助病毒、饥饿、文化、事件、口碑等营销方式,将新媒体渠道与营销手段进行有效整合,以确保新能源汽车的销售市场稳步推进。

With the continuous promotion of the“double carbon”goal,new energy vehicles have become the future trend of the development of the automobile market.In the era of all media,the market promotion of new energy vehicles should first face its commodity attributes,pay attention to product characteristics,especially highlight its comparative advantages with traditional energy vehicles,and then effectively integrate new media channels and marketing means with the help of virus,hunger,culture,events,word-of-mouth and other marketing methods based on the network and video platform,so as to ensure the steady progress of the sales market of new energy vehicles.