数字化转型背景下汽车企业营销策略优化研究

Research on the Optimization of Marketing Strategies for Automobile Enterprises under the Background of Digital Transformation

摘要: 在数字技术与汽车产业深度融合的浪潮下，数字化转型已成为汽车企业突破发展瓶颈、应对存量市场竞争的核心路径，传统营销模式难以适配行业变革与消费需求升级的双重诉求。本文以“数字成熟度模型”和“客户生命周期价值(CLV)”为核心理论框架，采用文献研究法和归纳总结法，系统剖析数字化转型背景下汽车企业营销策略的特点、不同类型车企的差异化挑战，结合行业实践与数据提出优化建议，为车企提升营销效能、构建竞争优势提供支撑。研究表明，数字化转型推动汽车营销向数据化、精准化、场景化、全链路化方向转型，传统车企侧重打破数据与部门壁垒，新势力聚焦用户运营深化，行业共性面临数据孤岛等问题，通过基础能力、战略规划、战术执行三层优化可破解营销难题，推动营销模式迭代升级。

Abstract: Against the tide of in-depth integration of digital technology and the automotive industry, digital transformation has become the core path for automotive enterprises to break through development bottlenecks and cope with the competition in the stock market. The traditional marketing model can no longer adapt to the dual demands of industry transformation and consumption upgrading. Taking the “Digital Maturity Model” and “Customer Lifetime Value (CLV)” as the core theoretical framework, this paper adopts the methods of literature research and induction to systematically analyze the characteristics of automotive enterprises’ marketing strategies under the background of digital transformation and the differentiated challenges faced by different types of automotive enterprises. Combined with industry practices and data, it puts forward optimization suggestions to provide support for automotive enterprises to improve marketing efficiency and build competitive advantages. The research shows that digital transformation promotes the transformation of automotive marketing towards dataization, precision, scenarization and full-linkage. Traditional automotive enterprises focus on breaking data and departmental barriers, while new forces focus on deepening user operations. The industry generally faces problems such as data islands. The marketing problems can be solved through the three-level optimization of basic capabilities, strategic planning and tactical execution, so as to promote the iterative upgrading of the marketing model.