消费者购买意愿视角下新能源汽车营销策略分析

Analysis of Marketing Strategies of New Energy Vehicles from the Perspective of Consumers’ Purchase Intention

摘要: 数字经济与新媒体技术崛起，传统的营销手段难以适应新的环境，新能源汽车企业面临着战略营销创新的挑战。本文通过分析消费者对新能源汽车的购买意愿，把握消费者的偏好，从而利用数字化资源与新媒体技术为新能源汽车营销提出相应的策略，主要有以下三个方面：第一，利用新媒体技术等加大宣传，提升消费者对新能源汽车的认知；第二，密切关注政策和法规等外部环境，及时调整营销策略；第三，充分利用社交媒体和数字化资源，驱动精准营销。

Abstract: With the rise of digital economy and new media technology, traditional marketing means are difficult to adapt to the new environment, and new energy automobile enterprises are facing the challenge of strategic marketing innovation. By analyzing consumers’ purchase intention for new energy vehicles and grasping their preferences, this paper proposes corresponding strategies for new energy vehicle marketing by using digital resources and new media technologies, mainly in the following three aspects: First, increase publicity by using new media technologies to improve consumers’ cognition of new energy vehicles; Second, pay close attention to the external environment such as policies and regulations, and adjust marketing strategies in time; Third, make full use of social media and digital resources to drive precision marketing.