下沉市场新能源汽车电商营销的痛点解构与创新路径研究

Research on the Deconstruction of Pain Points and Innovative Pathways in E‑Commerce Marketing for New Energy Vehicles in Lower‑Tier Markets

摘要: 在全球碳中和目标与新能源领域高速发展的双重驱动下，新能源汽车市场渗透率大幅提升，下沉市场已然成为整个行业增长的核心区域，电商营销也成为各大车企触达县域消费者的重要方式。然而，当前电商营销模式与下沉市场的实际需求之间仍存在脱节。因此，本文从渠道、内容、信任与服务四个方面系统分析了下沉市场新能源汽车电商营销的痛点问题，并对应提出“渠道协同、内容共情、服务闭环、技术赋能”的创新路径，为验证路径有效性，选取极氪与五菱两家车企的实际案例展开分析。结合极氪与五菱的案例验证，指出轻量化渠道、本土化内容、全周期服务与数字化工具，能有效连接线上与线下体验，为车企开拓下沉市场提供理论参考与实践指引。

Abstract: Driven by the global carbon neutrality goals and the rapid development of new energy technologies, the market penetration of new energy vehicles has significantly increased. In this process, lower-tier markets have become a core growth area for the industry, and e-commerce marketing has emerged as a vital channel for automakers to reach consumers in county-level regions. However, there remains a disconnect between current e-commerce marketing models and the actual needs of these lower-tier markets. Therefore, this paper systematically analyzes the pain points in the e-commerce marketing of new energy vehicles in lower-tier markets from four dimensions: channels, content, trust, and services. Correspondingly, it proposes an innovative pathway centered on “channel synergy, content empathy, service closure, and technology empowerment”. To validate the effectiveness of this pathway, practical cases from two automakers—Zeekr and Wuling—are examined. Based on the case studies of Zeekr and Wuling, it is demonstrated that lightweight channels, localized content, full-cycle services, and digital tools can effectively bridge online and offline experiences. This provides both theoretical insights and practical guidance for automakers seeking to expand into lower-tier markets.