零跑汽车营销策略研究

Research on Leapmotor’s Marketing Strategy

摘要: 本文以零跑汽车为研究对象，聚焦其在新能源汽车市场中的营销策略，结合行业背景与企业发展现状，运用SWOT分析法和4P营销理论展开系统研究。首先，通过SWOT分析梳理零跑汽车的核心优势、现存劣势、市场机会及外部威胁。其次，基于4P理论剖析其产品、价格、渠道、促销策略中存在的问题，如产品技术路线与市场趋势偏差、价格波动影响信任、渠道管理粗放、促销活动权益失衡等。最后，针对性提出优化建议，包括加速技术迭代、稳定价格体系、精细化渠道管理、平衡新老用户权益等。研究旨在为零跑汽车持续提升市场竞争力提供参考，同时为新能源汽车行业的营销策略优化提供借鉴。

Abstract: This paper takes Leapmotor as the research object, focuses on its marketing strategy in the new energy vehicle market, combines the industry background and the development status of the enterprise, and uses SWOT analysis method and 4P marketing theory to carry out systematic research. First, through SWOT analysis, the core advantages, existing disadvantages, market opportunities and external threats of Leapmotor are sorted out. Secondly, based on the 4P theory, the problems existing in its products, prices, channels and promotion strategies are analyzed, such as the deviation between product technology route and market trend, price fluctuations affecting trust, extensive channel management, and imbalance of rights and interests in promotional activities. Finally, targeted optimization suggestions are put forward, including accelerating technology iteration, stabilizing the price system, refining channel management, and balancing the rights and interests of new and old users. The study aims to provide a reference for Leapmotor to continuously improve its market competitiveness, and at the same time provide reference for the optimization of marketing strategies in the new energy vehicle industry.