数字生态驱动下新能源汽车网络营销策略研究——以X企业为例

Research on New Energy Vehicle Network Marketing Strategy Driven by Digital Ecology: A Case Study of Company X

摘要: 在新能源汽车产业步入全面市场化与激烈竞争的关键阶段，科技生态型企业跨界造车深刻重构了汽车营销的传统范式。本文基于SICAS模型与资源基础理论，梳理并分析了X品牌汽车营销策略的“预热与感知”、“破圈与转化”以及“重构与扩张”三个协同递进阶段。分析表明，X品牌汽车依托其庞大的数字用户基数、全生态架构以及新零售渠道等异质性资源，通过高频网络互动与内容共创成功打破了汽车作为低频、高客单价商品的长决策周期壁垒，实现了线上流量向实体交付的高效闭环，并在面对规模化扩张时通过透明化沟通与全球化布局实现了信任体系的重构与长期品牌价值的塑造。本研究以X品牌汽车为例揭示了数字时代新能源汽车网络营销策略的演进路径与流量转化机制，并为科技型车企重构以用户为中心的全生命周期关系网络、强化数字资源整合协同以及建立长效品牌信任提供了理论支撑与管理启示。

Abstract: As the new energy vehicle industry enters a critical stage of comprehensive marketization and hyper-competition, cross-boundary vehicle manufacturing by technology-ecosystem enterprises has profoundly reconstructed the traditional paradigm of automotive marketing. Based on the SICAS model and the Resource-Based View, this paper systematically reviews and analyzes the three synergistically progressive stages of X EV’s marketing strategy: “preheating and perception”, “market penetration and conversion”, and “reconstruction and expansion”. The analysis demonstrates that, by leveraging heterogeneous resources such as its massive digital user base, comprehensive ecological architecture, and new retail channels, X EV has successfully dismantled the barrier of the long decision-making cycle traditionally associated with automobiles as low-frequency, high-ticket items. Through high-frequency online interactions and content co-creation, it has achieved an efficient closed loop from online traffic to physical delivery. Furthermore, amidst scaled expansion, the company has realized the reconstruction of its trust system and the cultivation of long-term brand value via transparent communication and a global strategic layout. Using X EV as a case study, this research reveals the evolutionary path and traffic conversion mechanism of NEV digital marketing strategies in the digital era. It provides theoretical support and managerial implications for technology-driven automakers aiming to reconstruct a user-centric full-lifecycle relationship network, enhance the integration and synergy of digital resources, and establish enduring brand trust.