Digital Ecosystem and Brand Engagement: NIO’s Online Communication Strategies in Xi’an
Abstract
market competitiveness. This paper focuses on Xi’an, analyzing NIO’s online communication strategies through qualitative research methods,
specifically interviews with a sales manager from NIO Xi’an Zhongda International Center, an existing NIO customer (44-year-old university
professor), and a potential customer (33-year-old Huawei employee in March 2025). The study explores how NIO utilizes digital platforms to
engage with consumers in Xi’an, identifying successful strategies and areas for improvement.
Keywords
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DOI: http://dx.doi.org/10.70711/frim.v3i7.6819
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