User Experience,brand Equity,and Financial Performance "user Enterprise" NIO’s Perspective

As a representative company of the new car-making force emerging from the development of new energy vehicles in China,NIO is known as a "user company",but it is not yet known what a user enterprise is,and whether it will be profitable in the long term is a concern for the industry.Nowadays,more and more automobile enterprises emphasize user experience.How to form user experience and how to create high-end brands from the perspective of user experience.This study adopts a combination of qualitative and quantitative methods.Firstly,the thematic analysis method is used to conduct qualitative research,the data was coded,contextualized,and meaning,patterns,and insights extracted from the data.The themes related to user experience,brand equity and financial performance and theories from the current research themes are summarized,resulting in an integrated theoretical framework: user enterprises can form a good functional experience for users through high-end products,ultimate services and digital touchpoints responsible for the whole user journey;Differentiate emotional experiences through services,digital touchpoints,and creating a lifestyle that matches your values.Through the ultimate function and emotional experience to win extremely high user satisfaction,core users will be extremely satisfied after actively word-of-mouth recommendation,so that more and more consumers to establish brand awareness,the formation of high-end,differentiated brand association,part of which is converted into actual users,user enterprises by providing the ultimate user experience efforts to make these users also become extremely satisfied users,thus forming a virtuous circle,improve financial performance over the long term.The study was further investigated with empirical analysis.499 valid questionnaires were collected and analyzed using the partial least squares structural equation modeling method.The empirical results are as follows: product and self-owned app significantly and positively affect functional experience;service does not have a significant positive impact on functional experience;service and lifestyle experience significantly and positively affect emotional experience;self-owned app does not have a significant positive impact on emotional experience;user satisfaction mediates the relationship between functional experience and word-of-mouth recommendation;user satisfaction mediates the relationship between emotional experience and word-of-mouth recommendation.mediates in the influence relationship between user satisfaction and brand awareness and association;brand awareness mediates in the influence relationship between word-of-mouth recommendation and financial performance;user satisfaction,word-of-mouth recommendation,brand awareness and association mediated in the relationship between functional experience with financial performance and emotional experience with financial performance,respectively.This study proposes that the highest goal of a user enterprise is user satisfaction,and clarifies how to create the ultimate user experience to achieve high user satisfaction;it proposes that the creation of a high-end brand should focus on emotions,and suggests that a user enterprise should focus on user experience and create a high-end brand from affective brand equity.The practice of NIO’s user enterprise shows that user enterprise is not a "castle in the sky",but a practical one.