数字消费趋势下新能源汽车品牌营销策略的创新路径研究

Research on Innovation Paths of New Energy Vehicle Brand Marketing Strategies under the Trend of Digital Consumption

摘要: 数字消费趋势推动汽车消费向线上化、个性化转型，新能源汽车因用户年轻化、决策高度依赖线上信息，亟须突破传统4S店营销模式。本研究旨在梳理数字消费的核心特征，分析其对新能源汽车品牌营销的三重影响，并提炼三大创新策略：数据驱动的精准营销、体验式参与设计、品牌理念情感化渗透。研究方法采用文献分析法和逻辑演绎法，避免案例依赖，聚焦行业共性。结论表明，营销策略需以内容场景化、数据精准化、体验互动化为核心，适配用户线上决策路径，构建数字消费与新能源汽车营销的关联分析框架，并提出三组待检验命题，为后续实证研究提供理论参照。

Abstract: The trend of digital consumption has driven the transformation of automobile consumption toward online and personalized models. New energy vehicles, characterized by a younger user base and a high reliance on online information for decision-making, are in urgent need of breaking through the traditional 4S store marketing model. This study aims to sort out the core characteristics of digital consumption, analyze its threefold impact on new energy vehicle brand marketing, and summarize three innovative strategies: data-driven precision marketing, experiential participation design, and emotional penetration of brand concepts. Adopting literature analysis and logical deduction methods, the research avoids reliance on specific cases and focuses on industry commonalities. The conclusions indicate that marketing strategies must center on contextualized content, precise data utilization, and interactive experiences to adapt to users’ online decision-making paths. It constructs an analytical framework for the correlation between digital consumption and new energy vehicle marketing and proposes three sets of testable propositions, providing a theoretical reference for subsequent empirical studies.