“双碳”背景下中国新能源汽车营销路径的探索研究

Exploration and Research on the Marketing Path of New Energy Vehicles in China under the Background of Dual Carbon Goals

摘要: 在全球积极应对气候变化、大力倡导节能减排的“双碳”背景下，新能源汽车产业迎来了前所未有的发展机遇与挑战。中国作为全球汽车产业的重要力量，新能源汽车的发展对于实现“双碳”目标、推动产业转型升级意义重大。而营销路径的优化与创新成为新能源汽车企业提升市场竞争力、扩大市场份额的关键因素。本文剖析双碳背景对新能源汽车营销的影响，涵盖政策导向、消费者环保意识提升、技术创新等维度，同时发现当前营销存在市场竞争加剧与品牌同质化、充电基础设施滞后、营销手段单一等问题。在此基础上，本文系统探索创新营销路径，包括深化绿色营销理念、拓展数字化营销应用、构建合作营销模式，旨在为中国新能源汽车产业实现可持续发展提供理论与实践指引。

Abstract: Under the global “dual carbon” background of actively responding to climate change and vigorously advocating energy conservation and emission reduction, the new energy vehicle industry has ushered in unprecedented development opportunities and challenges. As a significant force in the global automotive industry, the development of new energy vehicles in China is of great significance for achieving the “dual carbon” goals and promoting industrial transformation and upgrading. The optimization and innovation of marketing paths have become key factors for new energy vehicle enterprises to enhance their market competitiveness and expand their market share. This article analyzes the impact of the dual carbon background on the marketing of new energy vehicles, covering dimensions such as policy guidance, the enhancement of consumers’ environmental awareness, and technological innovation. At the same time, it finds that the current marketing has problems such as intensified market competition and brand homogenization, lagging charging infrastructure, and single marketing methods. On this basis, this paper systematically explores innovative marketing paths, including deepening the concept of green marketing, expanding the application of digital marketing, and constructing a cooperative marketing model, aiming to provide theoretical and practical guidance for the sustainable development of China’s new energy vehicle industry.