智能网联汽车时代个性化服务营销策略创新与用户价值共创

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【Abstract】In the eraof inteligentconnected vehicles，the demand for personalized services hassoared，and he innovationof automotive service marketing strategies is extremelyurgent.Thearticle firstanalyzes thenewopportunities andchallenges brought byintellgentconectedvehicles topersonalized services and uservalueco-creation，as wellas theirimpacton traditional marketing strategies.Then，based on the theoryof user valueco-creation，an inovative modelof personalized service marketing strategy based onuser participation is constructed，aiming to improve user satisfaction，enhanceuser stickiness，and achieve the co-creation of value between enterprises and users.By integrating userdemands，personalized services and marketing strategies，enterprises can precisely meetuser expectations， enhance user perceived value，takeuser satisfaction as thecore，promote the continuous optimization of personalized services，andachieve a win-win situation.Throughthecase analysis of multiple intellgent connected vehicle enterprises， thevalidityand feasibilityofthismodelhave beenconfirmed.Itisexpected toprovideguidance fortheinnovationof personalized service marketing strategies of enterprises，help promote the co-creation of user value，and enhance the competitiveness of enterprises.

【Key words】inteligent networked vehicle；personalized service；user value co-creation；service marketing strategy innovation；user satisfaction

0 引言

科技进步下，智能网联汽车引领汽车产业转型，消费者对个性化服务需求渐强。（剩余4051字）