数字经济背景下新能源汽车企业的营销创新策略研究——以特斯拉为例

Research on Marketing Innovation Strategies of New Energy Vehicle Enterprises in the Digital Economy——Taking Tesla as an Example

数字经济的发展推动了能源需求的增长,消费者对节能环保型汽车的需求不断增加,在政策和行业发展方向的不断驱动下,宝马、奔驰、大众等在传统燃油车领域中具有竞争力的企业纷纷开始转型,新能源汽车行业蓬勃发展。同时,碳达峰、碳中和目标下,传统产业数字化智能化转型进程加快,新能源汽车企业营销策略创新至关重要。基于此,本文首先分析了数字经济背景下新能源汽车企业面临的营销机遇和挑战,随后以特斯拉为例,对其战略营销模式进行全面分析,最后对新能源汽车企业营销策略创新提出了相关建议,以期对相关企业营销实践提供有益借鉴。

The development of the digital economy has driven the growth of energy demand,and consumer demand for energy-saving and environmentally friendly vehicles has been increasing.Driven by the policy and the direction of industrial development,BMW,Mercedes-Benz,Volkswagen and other competitive companies in the field of traditional fuel vehicles have begun to transform,and the new energy automobile industry has flourished.At the same time,with the goals of carbon peak and carbon neutrality,the process of digital and intelligent transformation of traditional industries is.accelerating,and the innovation of the marketing strategies of new energy automobile enterprises is crucial.The article first analyses the marketing opportunities and challenges faced by new energy automobile enterprises in the digital economy,takes Tesla as an example to comprehensively analyse its strategic marketing models and finally puts forward relevant suggestions on the marketing strategy innovation of new energy automobile enterprises,which is of significance to the marketing practice of related enterprises.