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Digital Ecosystem and Brand Engagement: NIOs Online Communication Strategies in Xian

Dawei Zha*

Abstract


With the rapid development of the new energy vehicle market, brand communication strategies have become crucial for enhancing
market competitiveness. This paper focuses on Xian, analyzing NIOs online communication strategies through qualitative research methods,
specifically interviews with a sales manager from NIO Xian 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 Xian, identifying successful strategies and areas for improvement.

Keywords



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References


[1] Jiang, X., & Wang, Y. (2024). Brand marketing strategy analysis of NIO in the new media era. Finance & Economics, 1(10).

[2] Qi, J. (2024). Research on localized marketing and business management strategies of Chinese new energy vehicle enterprises: A case

study based on NIO. Transactions on Social Science, Education and Humanities Research, 11, 347-353.

[3] Zhang, Y., & Lai, C. G. (2023). Impact of social network sites on developing brand communication in Xian City.

[4] Chen, H., & Zhang, Q. (2023). Exploring digital consumer engagement strategies in Chinas electric vehicle market. Journal of Marketing Research and Development, 18(4), 112-128.

[5] Liu, J., & Wang, T. (2023). The role of online community building in brand loyalty for Chinese automotive brands. Journal of Consumer

Behavior, 24(5), 452-467.

[6] Li, P., & Wang, Y. (2022). Social media and the future of automotive brand marketing: The case of NIO. International Journal of Marketing Studies, 30(3), 78-89.




DOI: http://dx.doi.org/10.70711/frim.v3i7.6819

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