Internet + Era Dallas Electric Value Marketing Strategy Analysis

In recent years,environmental pollution problems have become increasingly prominent,automotive exhaust emissions in the city is an important cause of environmental pollution,thus the state issued a series of policies to limit the urban vehicle driving on the road,to encourage green low carbon transportation,and actively provided a good environment for the healthy development of the new energy two wheels electric vehicle in order to cope with the deteriorating environment.Throughout the two wheels electric vehicle industry,the traditional electric vehicle taking the lead-acid battery as the main power source,and the the source of the production of lead-acid battery did not solve the problem of environmental pollution,therefore the new energy electric vehicles represented by Niu E-scooter vehicle were created.In the Internet+ era,the electric bicycle industry will usher a new era of epoch-making significance.Since then,the electric bicycle industry based on the Internet technology will focus more on the new energy industry and intelligent driving operation technology,the vision of using new energy and intelligent technology to change the mode of travel is no longer far away.The Niu E-scooter introduced the concept of Internet + in marketing mode,using the low-cost promotional strategies of fans spreading.Introducing 020 model in channel construction,online diversion,and recruiting city partners off-line,establishing experience stores,service centers,and fan clubs.Niu E-scooter as a representative brand in new energy electric bicycle field,advocating the product design ideas of low carbon environmental protection,intelligentize,lithium,and not afraid of losing,which injects a cardiotonic for the original sluggish market of electric bicycle,it has established for only 2 years,but the sales turnover,product awareness,and market share is far ahead other traditional electric bicycle brand.The phenomenon of "Niu E-scooter" has seriously impacted the traditional two wheeled electric vehicle market,which has aroused widespread concern in society.Some market researchers have also begun to explore the secrets of the success of the Niu E-scooter.In the era of Internet+,how the Niu E-scooter break the existing traditional two wheeled electric bicycle brand marketing mode through brand value marketing and stand firm in the national market rapidly and earn good reputation in the environment that without advertising and PR marketing have become the subject of this paper.The paper takes Niu E-scooter as the research object,taking the value marketing in marketing as the theoretical foundation,the author's practice experience as the partner of Niu E-scooter for more than two years,the paper summed up the success of the marketing and collected first-hand research data,analyzed and explored the brand value marketing drove by three value dimensions including the product tension value strategy,brand tension value strategy,and channel terminal thrust value strategy through the observation method,literature research method,and case analysis,At the same time,in the course of the study the paper also found the existed marketing problem in the brand and make reasonable and corresponding marketing suggestions,so as to make reference for the depressed two wheeled electric vehicle market and other related industries.