随着全球能源紧缺、环境污染和驾驶安全挑战日益加大，全球汽车产业正朝着新能 源化、智能化、网联化、共享化方向发展。基于能源安全和生态环 境两个方面考虑，我 国把新能源汽车产业作为重要的新兴产业来发展。在这个大的背景下，蔚来新能源企业 在2014年应运而生。蔚来新能源诞生的时代是中国移动互联网蓬勃发 展的时代，所以 蔚来新能源区别于传统车企的最重要一点就是其与生俱来的互联网基因。 蔚来将自己定义为用户企业，汽车不再是提供给用户的一个产品，汽车是用户与蔚 来连 接的桥梁。和传统汽车把车卖个用户之后，车企与用户之间联系就转到用户与4S 店的联系不同。蔚来与用户的联系在用户购买蔚来汽车后一直存在，并且这种存在越来 越密切， 这就是蔚来圈子的真正含义。蔚来之所以定义为用户企业，就是蔚来做得所有 事情都是以用户需求为导向。例如，蔚来推出的一键加电，很好的解决了新能源汽车主 充电的困扰 。 虽然蔚来开创了新造车模式非常有亮点，但是依然存在的许多问题，这些问题也是 其销量不高，无法盈利的原因。本文从蔚来的营销现状出发，总结出蔚来在产品、价格、 渠 道和促销四个方面存在的营销问题。通过对蔚来新能源汽车的宏观环境分析、微观环 境分析和SWOT分析提出强化三电核心技术、加快产品开发和布局、提升用户服务水 平、降低 产品成本、巩固高端新能源汽车细分市场、提高品牌竞争力等发展建议。结合 STP战略分析和营销组合策略，给出蔚来新能源营销策略的改进建议，最后从人力资源、 企业文化和 制度三个方面提出保障措施方案。 本文选择蔚来新能源汽车公司作为研究对象，是因为蔚来的商业模式在汽车行业属 于新的尝试。蔚来模式推出后，很多车企包括传统车企也在 开始模仿，但是效果却不如 蔚来，深入分析后，笔者觉得根本原因是后者没有互联网基因。本文的创新点是利用经 典的营销理论去分析一种新的营销模式，制定符合移动互联网 时代发展的新能源汽车营 销策略，帮助像蔚来一样的新能源汽车企业在竞争中成长与壮大。 关键词：新能源汽车、用户思维、营销策略 II ABSTRACT Withtheincreasingofglobalenergyshortage,environmentalpollutionanddriving safetychallenges,theglobalautomobileindustryisdevelopingtowardsthedirectionofnew energy,intelligence,Internetconnectionandsharing.Basedonthetwoaspectsofenergy securityandecologicalenvironment,Chinatakesthenewenergyautomobileindustryasan importantemergingindustrytodevelop.Inthiscontext,NIOwasfoundedin2014.Theerain whichNIOwasbornistheeraofthevigorousdevelopmentofChina'smobileInternet,sothe mostimportantdifferencebetweenNIOnewenergyandtraditionalautomobileenterprisesis itsinherentInternetgene. NIOdefinesitselfasauserenterprise,thecarisnolongeraproductprovidedtotheuser, thecaristhebridgebetweenusersandNIO.Andafterthecarbesoldtousers,thecontact betweentheautomobileenterprisesanduserswillbetransferredtotheuserandthe4Sshops inthetraditionalautomobileenterprises,anditisdifferentinNIO.Theconnectionbetween NIOandusershasalwaysbeenexistedsinceusersboughtNIOcars,andthiskindof connectionbecomescloserandcloser,whichisthetruemeaningofNIO.NIOisdefinedasa userenterprise,thatis,everythingNIOdoesisuser-oriented.Forexample,NIOlauncheda keycharging,agoodsolutiontothenewenergyvehicleownerschargingtrouble. AlthoughNIOcreatedanewcarmodelisverybright,buttherearestillmanyproblems, theseproblemsarealsothereasonofitssalesvolumecannotbehigh,unabletomakeaprofit. StartingfromthecurrentsituationofNIOmarketing,thispapersummarizesthemarketing problemsofNIOinproduct,channel,priceandpromotion.Throughtheanalysisofthemacro environment,microenvironmentandSWOTofNIO,putsforwardsomeSuggestions,suchas strengtheningthecoretechnologyofthreeelectricity,acceleratingtheproductdevelopment andlayout,improvingtheservicelevelofusers,reducingtheproductcost,consolidatingthe marketsegmentofhigh- endnewenergyvehicles,andimprovingthebrandcompetitiveness. CombinedwithSTPstrategyanalysisandmarketingmixstrategy,thispapergives SuggestionsforimprovementofNIO'smarketingstrategy,andfinallyputsforwarda safeguardplanfromthreeaspects:humanresources,corporatecultureandsystem. III ThispaperchoosesNIOastheresearchobjectbecauseNIO'sbusinessmodelisanew attemptintheautomobileindustry.AfterthelaunchofNIOmodel,manyautomobile enterprisesincludingtraditionalcarcompaniesarealsostartingtoimitate,buttheeffectisnot asgoodasNIO,afterin- depthanalysis,theauthorthinksthefundamentalreasonisthatthe latterdoesnothavetheInternetgene.Theinnovationofthispaperistousetheclassical marketingtheorytoanalyzeanewmarketingmodel,toformulatemarketingstrategiesfor newenergyvehiclesinlinewiththedevelopmentofthemobileInternetera,andtohelpnew energyvehiclecompanieslikeNIOgrowandgrowinthecompetition. Keywords:Newenergyvehicle/User’sthinking/Marketingstrategy IV 目录 摘 要.............................................................................................................................................I ABSTRACT...............................................................................................................................II 目 录..........................................................................................................................................IV 图表清 单.................................................................................................................................VII 第一章绪 论...............................................................................................................................1 1.1研究背景与意 义..............................................................................................................1 1.1.1研究背 景...................................................................................................................1 1.1.2研究意 义...................................................................................................................2 1.2国内外研究现状与理论概 述..........................................................................................2 1.2.1国内外研究现 状.......................................................................................................2 1.2.2理论概 述...................................................................................................................5 1.3研究内容与框 架..............................................................................................................8 1.3.1研究内 容...................................................................................................................8 1.3.2研究方 法...................................................................................................................9 1.3.3研究框 架...................................................................................................................9 第二章蔚来新能源汽车营销现状及存在的问 题.................................................................11 2.1蔚来新能源汽车企业介 绍............................................................................................11 2.1.1蔚来品牌介 绍..........................................................................................................11 2.1.2蔚来产品介 绍..........................................................................................................12 2.2蔚来新能源汽车营销现 状............................................................................................12 2.3蔚来新能源汽车营销面临的问 题................................................................................15 2.3.1产品问 题.................................................................................................................15 2.3.2价格问 题.................................................................................................................16 2.3.3渠道问 题..................................................................................................................17 2.3.4促销问 题.................................................................................................................18 2.4本章小 结.........................................................................................................................18 第三章蔚来新能源汽车营销环境分 析......................................................................