Research on the Network Communication Strategy of New Energy Vehicle Brand in Xi an China -- Taking NIO as an Example

With the increasing global attention to sustainable development and environmental protection, new energy vehicles have become the main direction of transformation and upgrading of the global automotive industry and green development. As one of the world s largest auto markets, China is also actively promoting the development of the new energy vehicle industry. This project will visit the sales points and service centers of NIO in Xi an market to understand the specific implementation of its network communication strategy. Therefore, this research intends to establish a perceived intention model to analyze the related factors of network communication effect in the light of Technology Acceptance Model (TAM). At the same time, the questionnaire survey method is adopted to collect data on the network communication strategy and consumer feedback of NIO, learn consumers feedback and satisfaction on the network communication strategy of new energy vehicles, provide key market insights, and better understand consumers demands and expectations.