 Research on Genius Marketing Strategy from NIOLinjie Zhang ()
A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 1661-1666 from Springer Abstract: Abstract Since its launch four years ago, NIO has grown rapidly and become a leading brand of new energy vehicles in China. As the first auto company with the highest shipment volume in the world, NIO has a completely different sales market from classic models and has a unique marketing approach to other new energy vehicles. This paper will discuss the following issues in detail: When compared to traditional automobile enterprises, how should it use its marketing resources to close the gap with other brands in the new energy market? What specific psychological and practical benefits do these marketing methods bring to consumers? In addition, based on the specific data in the annual report on NIO's official website, we want to determine whether this innovative marketing method is in line with the consumer psychology of the public and whether it is worth emulating by other auto companies. Keywords: Fast development; Sales model; User experience; Marketing framework (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-036-7_248 Ordering information: This item can be ordered from DOI: 10.2991/978-94-6463-036-7_248 Access Statistics for this chapter More chapters in Advances in Economics, Business and Management Research from Springer |
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