Research on Genius Marketing Strategy from NIO

DOI

10.2991/978-94-6463-036-7_248How to use a DOI?

Keywords

Fast development; Sales model; User experience; Marketing framework

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.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Linjie Zhang
PY  - 2022
DA  - 2022/12/31
TI  - Research on Genius Marketing Strategy from NIO
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 1661
EP  - 1666
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_248
DO  - 10.2991/978-94-6463-036-7_248
ID  - Zhang2022
ER  -