Strategic Marketing Analysis of NIO: A Case Study on Electric Vehicle Industry in China

Yun Zeng
Business School, University of Queensland, Brisbane 4072, QLD, Australia
Xun Yao
Business School, Southwest Minzu University, Chengdu 610041, Sichuan, China
Simin Yang
Business School, China University of Political Science and Law, Beijing 100088, Beijing, China
Rubin Cao
4 School of Economics, University of Queensland, Brisbane 4072, QLD, Australia

Abstract:

With the global economy further weakened due to the Covid-19, the New Energy Vehicle (NEV) industry has shown strong growth and resilience. Among numerous NEV companies, NIO, headquartered in Shanghai, stands out in the market with its innovative marketing approaches. This paper employs a blended research methodology involving semi-structured interviews and longitudinal data analysis to delve into NIO's marketing strategy. The case study encompasses multifaceted explorations: firstly, a comprehensive assessment of NIO's marketing strategy is conducted, encompassing external environmental analysis, internal resource evaluation, and core competency identification. Secondly, NIO's core marketing methods are critically examined, covering marketing mix, market segmentation, STP (Segmentation, Targeting, Positioning) strategy, strategic partnerships, and Corporate Social Responsibility (CSR) initiatives. Thirdly, the research highlights challenge presently faced by NIO's current marketing strategy, and provides pragmatic recommendations. The innovation of the article is that it provides a specific and practical supplement to the market research of the new energy vehicle industry by a case study, which is of great significance for the sustainable development of the electric vehicle industry and environmental protection. Furthermore, the exploration of NIO's market strategy offers fresh perspectives for other enterprises within the same industry seeking to navigate the market landscape.