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Research on Genius Marketing Strategy from NIO

In: Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)

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  • Linjie Zhang

    (University of Birmingham)

Abstract

Since its launch four years ago, NIO has grown rapidly and become a leading brand of new energy vehicles in China. As the first auto company with the highest shipment volume in the world, NIO has a completely different sales market from classic models and has a unique marketing approach to other new energy vehicles. This paper will discuss the following issues in detail: When compared to traditional automobile enterprises, how should it use its marketing resources to close the gap with other brands in the new energy market? What specific psychological and practical benefits do these marketing methods bring to consumers? In addition, based on the specific data in the annual report on NIO's official website, we want to determine whether this innovative marketing method is in line with the consumer psychology of the public and whether it is worth emulating by other auto companies.

Suggested Citation

  • Linjie Zhang, 2022. "Research on Genius Marketing Strategy from NIO," Advances in Economics, Business and Management Research, in: Yushi Jiang & Yuriy Shvets & Hrushikesh Mallick (ed.), Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), pages 1661-1666, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-036-7_248
    DOI: 10.2991/978-94-6463-036-7_248
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