New energy vehicles, Marketing strategy, 4p theory, Self-owned brand
Abstract
In the past two decades, China’s new energy vehicle industry has developed rapidly, with production and sales trends continuously improving. This article will take the domestic new energy vehicle brand NIO as an example, focusing on how NIO optimizes and utilizes its unique brand advantages to improve marketing strategies, expand the NIO market, and break through the limitations of previous research. It analyzes how NIO uses new media operations and other innovative marketing strategies to expand its market and increase market share. This article analyzes NIO’s marketing strategy with the 4P theory and finds that NIO’s brand building is unique, making full use of new media channels for promotion, opening up the high-end market, attracting users precisely with leading battery swapping technology and vehicle manufacturing capabilities, and increasing user stickiness with humanized service experiences, meeting diverse user needs. As a result, NIO has successfully stood out in the fiercely competitive automotive market, established a unique brand image, and won widespread user recognition.
