传统文化赋能新能源汽车品牌战略初探

A preliminary study on brand strategy of new energy vehicle enabled by traditional culture

能源安全问题和双碳目标的设置,迫切需要我国能源结构加快向绿色低碳、节能环保转型,构建清洁低碳、安全高效的新型能源体系。在此愿景之下,新能源汽车迎来重大机遇,实现弯道超车。国产新能源汽车的超越式发展,与愈发“坚硬”的文化“软实力”有着密切关联。而提升国产新能源汽车的文化内涵,向海外大量输入具有中国特色、中国文化气派的工业化汽车产品,在提升工业产品影响力的同时,对于文化的传播、话语权的建立、民众对于中国制造与中国文化的欣赏与信赖具有重大意义。

Energy security issues and the setting of dual-carbon goals urgently require China's energy structure to accelerate the transition to green lowcarbon,energy-saving and environmentally friendly,and to build a new energy system that is clean,low-carbon,safe and efficient.Under this vision,new energy vehicles usher in a major opportunity to realize curved road overtaking.Domestic new energy vehicles beyond the development,and more and more“hard”cultural“soft power”is closely related.Enhancing the cultural connotation of domestic new energy vehicles and importing industrialized automobile products with Chinese characteristics and Chinese culture to overseas countries is of great significance for the dissemination of culture,the establishment of discourse power,and the public's appreciation of and trust in China's manufacturing and Chinese culture,while enhancing the influence of industrial products.