数字化转型与生态重构：新能源汽车行业营销策略与商业模式演化综述
Digital Transformation and Ecosystem Restructuring: A Review of Marketing Strategies and Business Model Evolution in the New Energy Vehicle Industry
摘要: 随着全球能源危机的加剧与“双碳”目标的推进，新能源汽车(NEV)产业经历了从政策驱动向市场与技术双轮驱动的深刻转型。本文围绕新能源汽车行业的营销策略与商业模式创新，系统梳理了国内外核心文献。研究发现，现有文献经历了从早期市场扩散与利基市场定位，到绿色营销与消费者心理测度，再到产业生态重构与数字化营销赋能的演进脉络。本文从宏观市场预测、中观商业模式博弈与微观消费者行为三个维度对现有研究进行了深度解构，探讨了数字技术(如人工智能、线上全渠道营销)对企业绩效及市场格局的重塑作用。最后，结合核心期刊的前沿关注点，本文指出了现有研究在跨界数据融合与动态网络模型方面的局限性，并对未来的交叉学科研究方向进行了展望。
Abstract: With the intensification of the global energy crisis and the advancement of the “Dual Carbon” goals, the new energy vehicle (NEV) industry has undergone a profound transformation from policy-driven development to dual-wheel drive by both market and technology. Focusing on marketing strategies and business model innovation in the new energy vehicle sector, this paper systematically reviews core domestic and international literature. The study reveals that existing research has evolved from early-stage market diffusion and niche market positioning, to green marketing and consumer psychological measurement, and further to industrial ecosystem restructuring and digital marketing empowerment. This paper deeply deconstructs current research from three dimensions: macro market forecasting, meso business model competition, and micro consumer behavior, and explores how digital technologies (such as artificial intelligence and online omni-channel marketing) reshape corporate performance and market structure. Finally, in light of cutting-edge research concerns in core journals, this paper identifies limitations of existing studies in cross-border data integration and dynamic network models, and prospects future interdisciplinary research directions.
文章引用：阎美竹. 数字化转型与生态重构：新能源汽车行业营销策略与商业模式演化综述[J]. 电子商务评论, 2026, 15(8): 768-775. https://doi.org/10.12677/ecl.2026.158935

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