With the annual growth of China's GDP and per capita GDP, the gap between China's economic strength and developed countries is becoming smaller and smaller. The rapid development of economy has brought about the general improvement of people's living standards. With the continuous improvement of travel demand, the number of cars owned by 1000 people in China is also increasing. However, because the fuel used by traditional vehicles is fossil fuel, in addition to the energy crisis that is about to run out, it also has a great impact on the environment. Therefore, it has become an inevitable trend to develop and expand the new energy vehicle industry.
At the national level, since 2001, China has listed the new energy vehicle program as a major national theme. With the migration of time and the continuous introduction of preferential policies, a number of emerging automobile enterprises have emerged in the past five years, among which Nio is more distinctive.
This paper first describes the research background and purpose. Then it expounds the relevant theoretical background. Then it analyzes the electric vehicle market in China. Then through the core network construction, technology change, global value chain introduction and the success stories of Weilai automobile, the success of Nio automobile's business strategy is explained.
Finally, through the analysis of Nio successful business strategy, it combs out the business strategy in line with China's electric vehicle, and provides a reference for the marketing strategy of China's new energy vehicle enterprises.