4P理论在新能源汽车营销中的适应性重构研究

中图分类号：U469.72 文献标识码：A 文章编号：1003-8639（2026）01-0192-03

Research on Adaptive Reconstruction of the 4P Theory in New Energy Vehicle Marketing

Yang Sihan

（HenanCollegeof Industry&Trade，Zhengzhou451191，China）

【Abstract】As thenew energy vehicle industry enters the stage of high-qualitydevelopment，traditional marketing theoriesare facing multiple challenges from changes in the market environment，consumer demandsand technological innovations.Asa basic framework in marketing，the applicabilityof the 4P theory in the NEV sector urgently needs optimization.Based on the three characteristics of NEVs——technical atributes，service atributes and policy atributes——this paper analyzes the practical dilemmas of the traditional 4Ptheoryinapplication，proposesadaptive reconstructionstrategies fromthefourdimensionsofProduct，Price，PlaceandPromotion，andverifiesthefeasibility of the rconstruction path with typical cases.It aims to provide theoretical reference and practical guidance for NEV enterprises to improve marketing efficiency.

【Key words】NEVs；4Ptheory；marketing reconstruction；ful-life-cycle service;scenario-based marketing

0 引言

近年来，在“双碳”目标引领与产业政策推动下，中国新能源汽车产业实现跨越式发展，产销量连续多年位居全球首位，市场渗透率已突破 30% ，正式进入市场化普及阶段。（剩余4349字）