基于STP理论的小米汽车市场营销策略研究

Research on Xiaomi’s Automobile Marketing Strategy Based on STP Theory

在“双碳”和“数字化”的大背景下,中国新能源汽车产业发展迅速。一批造车新势力在新能源汽车行业崭露头角。作为新能源汽车行业的新进入者,小米汽车在用户基础、供应链管理、品牌形象等方面都具有很大的优势。然而,随着新能源汽车行业竞争的日趋激烈,小米汽车在市场营销方面面临着巨大的挑战,这也暴露出小米汽车在营销上存在一些问题。为了帮助小米汽车抢占更大的市场份额也为其他造车新势力提供向上发展的借鉴,本文结合4P理论从微观角度分析了小米汽车在营销方面存在的问题,主要表现在产能和交付能力不足、售后服务不完善、技术替代风险大等方面,并针对这些问题提出了相关建议。Against the backdrop of “dual carbon” and “digitalization”, China’s new energy vehicle industry is developing rapidly. A group of new car-making forces have emerged in the new energy vehicle industry. As a new entrant in the new energy automobile industry, Xiaomi Auto has great advantages in terms of user base, supply chain management and brand image. However, with the increasingly fierce competition in the new energy automobile industry, Xiaomi Auto is facing great challenges in marketing, which also reveals that Xiaomi Auto has some problems in marketing. In order to help Xiaomi Auto seize a larger market share also for other new car-making forces to provide upward development reference, this paper combined with the 4P theory from a micro point of view to analyze the marketing problems of Xiaomi Auto, mainly in the insufficient production capacity and delivery capacity, imperfect after-sales service, technology substitution risk, and so on, and put forward relevant recommendations for these problems.