新能源汽车产业一体化发展路径及市场营销策略——以长三角地区为例

Integrated Development Path and Marketing Strategy of New Energy Vehicle Industry—Taking the Yangtze River Delta Region as an Example

摘要: 本文对长三角地区新能源汽车产业进行案例分析，通过梳理最新政策导向，进一步明确各地产业协同与分工，并在区域一体化背景下对新能源汽车的市场营销面临的挑战和策略进行分析。研究发现：上海适合作为新能源汽车企业总部，进行战略统筹、核心技术攻关等方面的工作；江苏可以利用当地外资优势，推动核心供应链环节建设；浙江民营资本发达，适合作为打通零售网络的重要据点；而安徽省劳动力资源充裕，便于企业投资设厂。目前长新能源汽车市场营销依然面临企业定位模糊、产品受众局限以及创新能力不足带来的挑战，长三角地区新能源汽车企业应当利用区域协调与合作机制，构建数字化信息共享平台，加强区域产业协同，从而明确市场定位、丰富营销渠道、实现技术创新，最终推动企业品牌文化传播和经济效益的提升。

Abstract: This paper presents a case study of the new energy vehicle industry in the Yangtze River Delta region, further clarifying the industrial synergy and division of labor across the region by sorting out the latest policy orientations, and analyzing the challenges and strategies faced by the marketing of new energy vehicles in the context of regional integration. The study finds that: Shanghai is suitable as the headquarters of new energy vehicle enterprises for strategic coordination and core technology research; Jiangsu can take advantage of local foreign investment to promote the construction of core supply chain links; Zhejiang, with its developed private capital, is suitable for serving as an important stronghold for penetrating the retail network; and Anhui Province, with abundant labor resources, is convenient for enterprises to invest in setting up factories. At present, the marketing of new energy vehicles in Yangtze River Delta is still facing the challenges of ambiguous corporate positioning, limited product audience and insufficient innovation ability. New energy vehicle enterprises in Yangtze River Delta should make use of the regional coordination and cooperation mechanism to build a digital information sharing platform and strengthen the regional industrial synergy, so as to clearly define the market positioning, enrich the marketing channels, realize the technological innovation, and ultimately promote the dissemination of the corporate brand culture and the improvement of the economic benefits.