基于“4R”理论对蔚来新能源汽车营销策略研究
A Study on the Marketing Strategy of NIO New Energy Vehicles Based on the “4R” Theory

本文基于“4R”营销理论，深入分析了蔚来新能源汽车的营销策略。首先对蔚来在关联、反应、关系和回报四个方面的营销策略表现进行了分析，随后针对其中存在的问题提出了优化建议。研究表明，通过增强产品个性化、加速技术迭代、强化顾客关系及优化回报策略，蔚来能更有效地满足市场和顾客需求，提升顾客满意度，并在竞争激烈的市场中保持竞争力。蔚来新能源汽车需不断优化这些策略以适应快速变化的市场环境，以实现可持续发展。
This study, based on the “4R” marketing theory, conducts an in-depth analysis of the marketing strategy of NIO new energy vehicles. The research first evaluates NIO’s strategic performance in the areas of relevance, response, relationship, and return, and subsequently provides optimization suggestions for identified issues. The study demonstrates that by enhancing product personalization, accelerating technological iterations, strengthening customer relationships, and optimizing return strategies, NIO can more effectively meet market and customer needs, improve customer satisfaction, and maintain competitiveness in a fiercely competitive market. NIO new energy vehicles must continuously optimize these strategies to adapt to the rapidly changing market environment and achieve sustainable development.