互联网环境下新能源汽车营销策略探析——以传祺汽车为例

Analysis on Marketing Strategy of New Energy Automobile under Internet Environment——Taking Trumpchi Automobile as an Example

随着互联网信息技术快速发展,各行各业都在利用信息技术来扩大市场影响力。新能源汽车企业也充分利用数字化和在线渠道的优势来丰富市场营销策略,从而提高品牌知名度和消费者参与度,但受制于整体消费环境影响还需进一步优化。以传祺汽车为例,通过对其营销现状进行分析,找出新能源汽车营销策略中存在的问题,进而从产品策略、定价策略、渠道策略、促销策略等方面提出对策建议,希望能给新能源汽车企业的营销策略提供一些参考建议,助推新能源车企业健康、持续发展。

With the rapid development of Internet information technology,all walks of life are using information technology to expand market influence.New Energy vehicle companies also take full advantage of digital and online channels to enrich marketing strategies,thereby improving brand awareness and consumer participation,however,the impact of the overall consumption environment needs to be further optimized.Taking Trumpchi automobile as an example,this paper analyzes its marketing situation and finds out the problems in the marketing strategy of new energy automobile,and then from the product strategy,pricing strategy,channel strategy,promotion strategy and other aspects of the proposed countermeasures,hoping to provide new energy automobile enterprises with some marketing strategies for reference,to promote the healthy and sustainable development of new energy vehicle enterprises.