上海蔚来汽车有限公司ES8电动车营销策略研究 为了解决日益突出的环境污染问题以及落实国家能源安全战略，同时促进 制造业向高端转型，近年来国家不断出台新能源汽车发展的相关政策。新能源 汽车在我国进入了快速发展阶段，涌现出一批新兴的具备一定规模实力的新能 源汽车企业。上海蔚来汽车有限公司作为其中最具代表性的车企，通过2017年 投放全新ES8电动车产品正式进入国内新能源汽车市场。 上海蔚来汽车有限公司于2014年11月在上海成立。产品定位中高端档次， 将国内大中型城市的中产阶级精英人群作为目标客户。公司实行差异化的营销 策略，产品提供个性化定制服务，创新性地提出电池租赁服务，有效降低新车 购置成本。在营销渠道方面，公司采用了线上与线下体验店相结合的方式，将 互联网造车理念与传统营销方式充分融合。蔚来ES8电动车于2017年12月16 日正式上市，补贴前售价为44.80万元至54.80万元。ES8电动车采用前后双电 机布局，可以在4.4秒内完成0到100km/h加速。作为大型SUV车型，ES8电动 车提供7座布局满足多人出行需求。同时该车型拥有业界一流的技术配置，为 用户提供优质的驾乘体验。 通过对上海蔚来汽车有限公司ES8电动车产品的了解以及其营销现状的分 析，发现其存在营销费用过高导致营销计划难以为继、特色化的配套服务颇受 争议、产品定位值得商榷、互联网营销模式限制目标人群等问题。如上问题严 重制约上海蔚来汽车有限公司ES8电动车延续良好的市场表现。通过对上海蔚 来汽车有限公司ES8电动车营销的宏观及微观环境分析，以及SWOT分析，得出 ES8电动车在市场营销中自身具备的优势及劣势、在现有国内汽车市场中可以抓 住的营销机会及需要避免的潜在威胁。使用STP理论进行市场细分、目标市场 选择、市场定位，找到ES8电动车最具营销潜力的目标客户人群。结合4P理论 针对性的提出一套涵盖产品定位、价格策略、渠道策略及宣传策略的营销策略 VI 组合，并且制定了包括组织制度、营销队伍、营销资金在内的保障措施。通过 这一套完备的营销策略，确保上海蔚来汽车有限公司ES8电动车在市场中取得 出色的营销业绩。 关键词： 蔚来, 电动车, 营销 VII ABSTRACT Research on Marketing Strategy for NIO Inc. ES8 electric vehicle . In order to solve the increasingly prominent environmental pollution problem and implement the national energy security strategy, while promoting the transformation of manufacturing industry to the high end, in recent years, the country has introduced policies for the development of new energy vehicles. New energy vehicles have entered the rapid development stage in China, and a number of new energy vehicle enterprises with certain scale strength have emerged. Shanghai NIO Inc., as one of the most representative automotive companies, through the launch of new ES8 electric vehicle products in 2017 officially entered the domestic new energy vehicle market. Shanghai NIO Inc. was established in Shanghai in November 2014. Its products are positioned in the high-end grade, treating the domestic middle-class elites from large and medium-sized cities as target customers. The company implements differentiated marketing strategy, and provides personalized service with innovative battery rental services, effectively reduces the cost of new car acquisition. In terms of marketing channels, the company adopts a combination of online and offline experience stores, fully integrates the concept of internet car making and traditional marketing methods. The ES8 electric car was officially launched on December 16, 2017, with a pre-subsidy price of RMB 448000 to RMB 548000. The ES8 electric car features a front and rear dual motor layout that accelerates 0 to 100km/h in 4.4 seconds. As a large SUV model, the ES8 electric car offers a seven-seat layout to meet the travel needs of multiple people. At the same time, the model has industry-leading technical configuration, to provide users with a high-quality driving experience. Through the understanding of ES8 electric vehicle products of Shanghai NIO Inc. VIII and the analysis of its marketing status, it is found that its marketing costs are too high, resulting in the marketing plan is difficult to sustain, characteristic supporting services are controversial, product positioning is questionable, Internet marketing model restricts the target population and so on. Such as the above problems seriously restrict Shanghai NIO Inc. ES8 electric vehicles continue to maintain good market performance. Through the macro and micro-environment analysis of ES8 electric vehicle marketing of Shanghai NIO Inc., as well as SWOT analysis, it is concluded that ES8 electric vehicles have their own advantages and disadvantages in marketing, marketing opportunities that can be seized in the existing domestic automotive market and potential threats that need to be avoided. Using STP theory for market segmentation, target market selection, market positioning, to find ES8 electric vehicles the most marketing potential of the target customer population. Combined with the 4P theory, a set of marketing strategies covering product positioning, price strategy, channel strategy and publicity strategy are put forward, and the safeguard severity includes organizational system, marketing team and marketing funds. Through this complete set of marketing strategy, to ensure that Shanghai NIO Inc. ES8 electric vehicles in the market to achieve excellent marketing performance.