WL 新能源汽车是一家中国智能电动汽车公司，通过提供高性能的智能电动汽 车，打造极致的用户体验，力争成为全国范围内第一家用户企业。由于中国新能源 汽车发展前景趋好，有越来越多的国内互联网公司也作为一股新势力造车潮流开始 生产新能源电动。面对激烈的竞争压力，WL 新能源汽车希望能够和竞争对手形成 产品和服务的差异化，不仅提供高端的产品，也在服务的模式上进行创新，给用户 一键加电和一键服务，从而与竞争对手进行抗衡。WL 新能源汽车瞄准了高端新能 源汽车的产品市场，针对高端职业商务人群和中产阶级的家庭，推出了两款 SUV 车 型，但在营销策略上面未能找到有效的方式来提升销量、扩大品牌知名度，导致销 量一直停滞不前。 本文运用了菲利普科特勒提出的营销 4.0 理论知识，结合实际数据，对 WL 新 能源汽车在市场营销策略存在的问题进行深入的研究，本文首先研究了营销 4.0 相 关理论和相关文献，接着对公司的主要竞争对手和内外环境做了分析，然后结合数 据分析了 WL 新能源汽车的营销现状。最后，利用营销 4.0 理论的知识给 WL 新能 源汽车重新制定了新营销策略及实施过程中的保障措施。 菲利普科特勒的营销 4.0 是数字化转型的第一战略，基于人本营销、内容营销、 多渠道营销和互动营销四个维度逐一展开，相互依存。 营销 4.0 理论中提到的四大要点主要是结合我们目前的时代背景和科技进步带来 的机遇为很多小型、新兴的企业带来机会，这是笔者在众多营销理论中选择营销 4.0 理论的原因，主要还是根据 WL 公司所在的欧亿·体育（中国）有限公司背景、商业模式、公司价值观、产品 和服务以及公司各种营销目标进行综合分析和研究选择适合的营销理论进行指导。 本文的创新点首先在选材角度，在目前国内外的研究成果中有对新能源汽车欧亿·体育（中国）有限公司 的案例分析，但缺乏对向 WL 公司这种商业模式下的营销策略分析。其次，理论与时 代背景相结合。营销理论是需要随着时代而不断进行升级和进化的，需要将理论的背 景，放入到不同的环境中解读。本文通过探索数字转型期的营销战略，探索一个小型 本土的企业如何能在竞争中脱颖而出。 关键词，新能源汽车；营销策略；营销 4.0III Abstract WL is a Chinese intelligent electric vehicle company that strives to become the first user company in the country by providing high-performance intelligent electric vehicles to create the ultimate user experience. As the development prospects of China's new energy vehicles are getting better, more and more domestic Internet companies are starting to produce new energy electrics. In the face of fierce competition, WL aims to differentiate its products and services from competitors. It not only provides high-end products, but also innovates in the service model, giving users one-click power and one- button service. This paper uses the theory of marketing 4.0 proposed by Philip Kotler and leverages the factual data to conduct an in-depth study on the marketing strategy of WL. This paper first studies the relevant theories and related literatures of the theory of marketing 4.0. It is found that there is no enterprise application theory at present, because this theory is relatively new; then the analysis of the company's main competitors and internal and external environment, and then combined with the data to analyze the marketing status of WL. In the research of marketing strategy related theory, I found that the marketing theory is inseparable from the era, especially in the digital age, we must use the marketing strategy theory of the digital age to analyze the marketing problems of a company, but not the traditional marketing. The study of WL can also help solve the similar problems in other auto enterprises. The innovation of this paper is that there has not been a theoretical model of marketing 4.0 adopted by automobile companies, and no automobile enterprises have applied to marketing work. Therefore, this marketing theory research based on the digital age is relatively novel, and I’d appreciated it so much if our readers can improve further and give me your suggestion. Key Words: New Energy Vehicle; Marketing Strategy; Marketing 4.0目录 致谢................................................................................................................................ I 摘要...............................................................................................................................II ABSTRACT.................................................................................................................III 第一章 绪论..................................................................................................................1 1.1 选题背景和研究意义..........................................................................................1 1.1.1 选题背景.......................................................................................................1 1.1.2 研究意义.......................................................................................................3 1.2 国内外文献综述 .................................................................................................4 1.2.1 国外文献综述...............................................................................................4 1.2.2 国内文献综述...............................................................................................5 1.2.3 研究现状评述..............................................................................................6 1.3 研究内容与框架结构 .........................................................................................6 1.3.1 研究内容......................................................................................................6 1.3.2 框架结构......................................................................................................7 1.4 研究方法..............................................................................................................7 1.4.1 研究方法......................................................................................................7 1.5 创新之处 .............................................................................................................8 第二章 相关理论概述................................................................................................10 2.1 从营销 1.0 到 3.0...............................................................................................10 2.1.1 营销 1.0 的 4P 理论 ...................................................................................10 2.1.2 营销 2.0 的 STP 理论.................................................................................11 2.1.3 营销 3.0 是营销 1.0 和 2.0 的升级............................................................11 2.1.4 营销 4.0 是营销 3.0 自然发展的结果.......................................................12 2.2 营销 4.0 概念.....................................................................................................13 2.2.1 以人为本的品牌营销................................................................................132.2.2 与消费者共创的内容营销........................................................................14 2.2.3 打造无缝体验的多渠道营销....................................................................14 2.2.4 赢得品牌拥护的互动营销........................................................................14 2.3 营销 4.0 理论与 WL 新能源汽车的适配性 ....................................................15 第三章 WL 新能源汽车的外部环境分析................................................................18 3.1 企业概况 ...........................................................................................................18 3.1.1 企业简介和产品........................................................................................18 3.1.2 企业的创新商业模式................................................................................19 3.2 宏观营销环境分析——PEST 分析模型 .........................................................20 3.2.1 政策和法律环境分析................................................................................20 3.2.2 经济环境分析.............................................................................................22 3.2.3 社会文化环境分析.....................................................................................22 3.2.4 技术环境分析..................................................