国际经济与贸易学院知识库

     随着全球经济一体化的不断推进，世界各国之间的经济联系和合作越来越紧密。国际化发展已经成为中国企业扩大市场规模、突破资源束缚、实现可持续发展的重要方式。本世纪初国家提出“走出去”发展战略，同时政府也不断加大对企业“走出去”的扶持力度，鼓励企业积极开展对外贸易。2013年习近平总书记提出的“一带一路”倡议，促进了中国对外开放的程度，随着“一带一路”倡议受到越来越多国际组织的拥护和支持，许多机遇应运而生。在国家提出“2030年实现碳达峰，2060年实现碳中和”的低碳发展目标的背景下，新能源汽车因其节能减排、低碳环保等优势被认为是符合时代发展趋势的产业。凭借这种趋势，新能源汽车产业正逐步跻身于国家战略层面，并得到了国家的大力支持。政府与新能源车企签订合作战略、开展优先上牌、购车补贴等优惠政策，这代表了国家对新能源汽车发展的积极支持。在这个大背景下，蔚来新能源汽车企业应运而生。

      蔚来是一个智能电动汽车品牌，于2014年11月成立，一家代表中国高端电动汽车制造业的公司，致力于提供高性能的智能电动汽车和最优质的用户服务体验，为用户创造舒适的生活方式。其在国际市场已经初步建立了覆盖多个国家的用户服务网络，在美国、英国、德国等13个国家设立了研发、设计、生产和商务机构，吸引了数千名世界顶尖汽车行业人才。

      基于以上分析，本文选择蔚来新能源汽车作为研究对象，运用文献分析法、案例分析法、数据分析法，以及对比分析法对蔚来新能源汽车国际营销策略进行研究。首先，本文对相关的概念、主要理论和研究工具进行了全面的阐述，以此来构建本文的理论基础和基本框架。其次，介绍了蔚来汽车公司概况以及蔚来国际营销策略现状，分析蔚来新能源汽车公司国际营销策略中存在的问题。再次，运用PEST分析法、波特五力模型、SWOT分析对蔚来新能源汽车国际市场营销的宏观环境、行业环境，自身优劣势进行研究，最后，综合上述分析结果，就产品策略、价格策略、渠道策略、促销策略四个方面，提出优化蔚来新能源汽车国际营销策略的建议。

With the continuous advancement of global economic integration, the economic ties and cooperation between countries in the world are getting closer and closer. Internationalization has become an important way for Chinese enterprises to expand market scale, break through resource constraints, and achieve sustainable development. At the beginning of this century, the country proposed a "going global" development strategy, while the government has also continuously increased its support for enterprises to "go global" and encouraged them to actively carry out foreign trade.   In the context of the low carbon development goal of "achieving carbon peak by 2030 and achieving carbon neutrality by 2060" proposed by the country, new energy vehicles are considered to be an industry in line with the development trend of the times due to their advantages of energy conservation, emission reduction, low carbon environmental protection, and other advantages. With this trend, new energy vehicles are gradually stepping into the national strategic level, and have received strong support from the country. The government has signed a cooperation strategy with new energy vehicle companies, carried out preferential policies such as priority licensing and car purchase subsidies, which represents the country's active support for the development of new energy vehicles. Under this background, NIO new energy vehicle enterprise emerged as the times require.

NIO is a smart electric vehicle brand established in November 2014, representing the high-end electric vehicle manufacturing industry in China. It is committed to providing high-performance smart electric vehicles and the highest quality user service experience, creating a comfortable lifestyle for users. The company is based on independent positive research and development, has independent intellectual property rights, and is a global start-up brand. It has initially established a user service network covering multiple countries in the international market, and established research and development, design, production, and business institutions in 13 countries such as the United States, the United Kingdom, and Germany, attracting thousands of world's top automotive industry talents.

Based on the above analysis, this article selects NIO New Energy Vehicle as the research object, and uses literature analysis, case analysis, data analysis, and comparative analysis methods to study the international marketing strategy of NIO New Energy Vehicle. First of all, this paper gives a comprehensive description of related concepts, main theories and research tools, so as to build the theoretical basis and basic framework of this paper. Secondly, it introduces the general situation of NIO Automobile Company and the current situation of NIO International Marketing Strategy, and analyzes the problems existing in the international marketing strategy of NIO New Energy Automobile Company. Secondly, PEST analysis, Porter's Five Forces Model, and SWOT analysis are used to analyze the macro environment, micro industry, and advantages and disadvantages of the international marketing of NIO New Energy Vehicles. Finally, based on the above analysis results, optimization suggestions are proposed for NIO New Energy Vehicles in four aspects: product strategy, price strategy, channel strategy, and promotion strategy.