Research On The User Operation Strategy Of NIO

With the vigorous development of technological innovation and Internet technology,a green industrial revolution is emerging quietly.Chinese new energy automobile enterprises seize the golden opportunity and develop like bamboo shoots after a spring rain.They not only win a place in the nearly saturated Chinese traditional automobile market with unprecedented competition,but also maintain a strong momentum of rise.Due to its unique user operation strategy,NIO has successfully entered the high-end market of New energy vehicles in China and attracted widespread attention.This paper takes the NIO’s user operation strategy as a case,and starts with the cocept of NIO’s ‘user-ism’ and its business operation mode by consulting lots of materials,referring to the research results of experts and scholars,unstructured user interviews and case investigations.Based on corporate values,user enterprises and user operations,user operation system,and suggestions on user operation strategy,NIO’s user operation strategies are carefully analyzed and sorted out.On this basis,conclusions are made and suggestions are put forward for improvement in the current user operation strategies of NIO.The focus of this article research work and innovation are mainly the following points: First,based on the analysis,refining,build a top-level business philosophy and values,an intermediary product positioning,the underlying user connection user operating the closed loop system model,and accordingly developed to describe the user business relationship model with the user operations,to the top leading values,to ensure the benign development of the circulation system.Second,based on user interviews,a complete and systematic process of the user operation strategy is summarized,and the division of roles between enterprises and users in different scenarios in each link is deeply analyzed.The successful application of user operation strategy of NIO is fully demonstrated,which helps readers to deepen their understanding of brand and user service.Thirdly,in view of NIO’s user operation model,there are still slight deficiencies in the aspects of weak connection between the user enterprise and the user operation,APP operation to be detailed,operation cost to be emphasized,and continuity of operation planning to be weak,etc.Targeted strategic suggestions such as fine-classification APP module,diversified reward mechanism,try to put paid services on the market and so on.These suggestions are put forward to help it further optimize and improve their user operation.This paper aims to sort out and optimize NIO’s user operation process on the whole,provide some beneficial suggestions for specific user operation strategies,and build a user operation closed-loop system model and user enterprise and user operation relationship model.At the same time,this paper is not only a theoretical supplement to the existing user operation,but also provides a theoretical basis for the development of relevant user enterprises and a better way to operate their users.