Research On Optimization Of NIO Automobile Marketing Strategy

With the rapid development of China’s economy and the significant enhancement of its comprehensive national strength,the automobile industry is in the stage of rapid development,and China has become the largest automobile consumption market in the world.In 2021,the number of cars in China will be 302 million,of which fuel vehicles will account for 97.2%,and the exhaust emissions of fuel vehicles will account for more than 70% of China’s urban air pollution,which is a shock to China’s "striving to reach the carbon peak in 2030 and carbon neutral in 2060".Electrification of vehicles is one of the effective measures to achieve the emission reduction targets of the Paris Agreement.Some countries have officially or informally announced the plan to ban the sale of fuel vehicles.Influenced by the epidemic and the international situation,the global vehicle manufacturing is undergoing a huge industrial transformation.New energy vehicles have blossomed in China.In recent years,traditional automobile enterprises have become the OEM of new force vehicle brands.By the end of 2021,the cumulative sales of global new energy vehicles have exceeded 16 million,with China accounting for more than 50%.Although the sales trend of new energy vehicles continues to rise,the competition among new energy vehicle manufacturers is increasingly fierce,and the gap in sales and profits between manufacturers is very obvious.Taking the first quarter of 2022 as an example,most of the new energy vehicle enterprises’ sales show a net loss state of "incremental without increasing profits"(excluding BYD).With the superposition of domestic auto sales in a relatively stable state,manufacturers’ demand for marketing has also been further improved.In view of this background,this paper takes the representative of new energy vehicles-NIO Automobile Co.,Ltd.as the research object to study the relevant issues of its automobile marketing strategy.Based on previous research,this paper comprehensively combed the relevant domestic and foreign literature and theories,combined with the development of the domestic new energy automobile industry and the current situation of NIO automobile marketing,captured the problems in marketing strategies through questionnaires and analyzed them in depth,respectively analyzed the marketing environment of NIO automobile with PEST tool and Poter’s Five Forces model,and analyzed the advantages,disadvantages,threats and opportunities of NIO automobile marketing with SWOT tool,The market positioning and target market of NIO Automobile are analyzed through STP analysis.In view of the problems of product failure,single pricing model,single channel,and unclear promotion incentive effect in the marketing of NIO Automobile,combining with the theoretical contributions of previous literature and the practical accumulation of relevant enterprises,the marketing strategy of NIO Automobile is optimized from the aspects of product improvement,price optimization,channel optimization and promotion improvement,and the implementation guarantee measures are proposed.The research work of this paper on the optimization of the marketing strategy of NIO Automobile is conducive to avoiding the problems existing in the current marketing,thus improving its marketing level and profit level,and at the same time providing reference for the marketing strategy of similar enterprises of new energy vehicles.