Analysis of Marketing Strategy of NIO’s New Energy Vehicles

Abstract

Based on the two problems of energy security and ecological environment, China's new energy automotive sector as an important developing industry to expand in light of the growing global energy crisis, environmental pollution, and driving safety challenges. NIO’s new energy enterprises were established in this context in 2014. In the case of the expansion of the new energy vehicle market and gradually stronger competition, NIO has stood out and become one of the leaders of China's new energy vehicle industry. Based on this, the research evaluates the marketing strategy benefits of NIO’s new energy vehicles, which are high-quality service and unique brand marketing strategy, and lists the marketing plan's shortcomings in terms of three categories: product, pricing and channel, and makes pertinent recommendations. It offers strategies for the long-term operation of NIO’s new energy vehicles, references for improving the marketing plans of new car-making forces, helpful pointers for modernizing and transforming the marketing plans of traditional car companies, and some inspiration for developing the marketing plans of new energy vehicle companies.