关于下沉市场纯电汽车家庭推广的研究 cmc.cn

关键词：下沉市场；纯电汽车；家庭用户；推广策略；基础设施

China's new energy vehicle industry has currently entered a stage of high-quality rapid development, with lower-tier markets (third- and fourth-tier cities and below, counties, townships, and rural areas) becoming the core potential areas for growth in the pure electric vehicle market. Household users, as the main consumers in these lower-tier markets, have car purchase decisions and usage scenarios that differ significantly from those in first- and second-tier cities. This paper focuses on the key topic of promoting pure electric vehicles among households in lower-tier markets, systematically reviews relevant domestic and international research literature, and, based on consumer behavior theory, market segmentation theory, and channel management theory, analyzes the promotion of pure electric vehicles in these markets. Centered on the channel layout cases of six mainstream car companies, it provides a detailed analysis of the consumption characteristics of household users in lower-tier markets, the current status of promotion, and the core issues present. The study finds that insufficient product adaptability, weak charging infrastructure, uneven channel coverage, and a lack of trust systems are key factors restricting promotion. Based on these findings, targeted promotion recommendations are proposed from four dimensions: product strategy, channel optimization, infrastructure construction, and trust building, providing theoretical support and practical reference for car companies to develop lower-tier markets and expand household penetration of pure electric vehicles.

Keywords: lower-tier markets; pure electric vehicles; household users; promotion strategy; infrastructure

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