The Study On The Experiential Marketing Strategy Of NIO's New Energy Vehicle

In the process of implementing the strategy of "sustainable development",China must face up to and overcome the two major problems: energy shortage and excessive carbon emissions that aggravate environmental pollution.With the economic development,the per capita car ownership keeps increasing.As a traditional automobile industry fueled by oil,the above two problems become more serious.At present,the automobile industry has undergone significant changes,and the industrial pattern is facing opportunities and challenges of re-restructuring.With the development and application of technology,new energy vehicles will play an important role in solving the problem of energy shortage and air pollution.However,consumers still do not have a clear definition of traditional automobile enterprises and new energy automobile enterprises.From the perspective of NIO,compared with traditional automobile brands,the new power of vehicle manufacturing in China has obvious disadvantages in terms of brand awareness,goodwill accumulation and channel capacity of upstream and downstream supply chains.The main purpose of this study is to enhance consumers' recognition of NIO by means of experience marketing.The first chapter is this paper briefly describes the research significance,research content and methods and the relevant.The second part will be focused on explaining related core concepts and related basic theories.The third part mainly expounds the experience marketing mode and competition situation of NIO.The fourth part is to analyze the data collected from the questionnaire and the content of the in-depth interview and point out the problems existing in NIO.The fifth part puts forward the specific optimization plan aiming at the deficiency of NIO's experience marketing model.The sixth part is related summary and prospect.