新能源汽车国际营销动态能力分析——以鸿蒙智行和小米汽车为例

Analysis of International Marketing Dynamic Capability of New Energy Vehicles—Taking Hongmeng Zhixing and Xiaomi Automobile as Examples

摘要: 新能源汽车作为应对能源短缺和碳排放超标的战略性新兴产业，国际市场发展潜力巨大。为迅速扩大我国新能源汽车的国际市场份额，提升我国新能源汽车企业的国际营销能力尤为必要。研究以鸿蒙智行和小米汽车的新能源汽车的国际营销情况为例，剖析我国新能源汽车的国际营销动态能力。研究发现，鸿蒙智行和小米汽车在新能源汽车领域都展现出了强大的国际营销能力，但两者在营销优势上存在一些差异，小米汽车注重线上营销、用户参与和成本控制；而鸿蒙智行则强调全球品牌影响力、技术创新与品质保证以及跨界合作与生态协同。这些优势使得两者在新能源汽车领域都具备较强的竞争力。

Abstract: New energy vehicles have enormous potential for development in the international market as a strategic emerging industry to cope with energy shortages and excessive carbon emissions. It is particularly necessary to rapidly expand the international market share of China’s new energy vehicles and enhance the international marketing capabilities of Chinese new energy vehicle enterprises. Taking the international marketing situation of new energy vehicles from HarmonyOS and Xiaomi as examples, this study analyzes the international marketing dynamic capabilities of China’s new energy vehicles. Research has found that both HarmonyOS and Xiaomi Auto have demonstrated strong international marketing capabilities in the field of new energy vehicles, but there are some differences in their marketing advantages. Xiaomi Auto focuses on online marketing, user participation, and cost control; Hongmeng Zhixing emphasizes global brand influence, technological innovation and quality assurance, as well as cross-border cooperation and ecological synergy. These advantages make both of them highly competitive in the field of new energy vehicles.