Experiential Marketing Strategies Of Chinese E- Vehicle Companies: A Study From A Social Network Perspective

Abstract

This study focuses on the experiential marketing of small electric vehicles in China, emphasizing the role of social networks in the effectiveness of BYD's experiential marketing strategy from a social network perspective. Using a mixed method, the quantitative data from the questionnaire survey and the qualitative opinions from the interviews are integrated. Through reliability and validity, descriptive statistics, correlation, and regression analysis, it is found that the use of social networks is significantly positively correlated with the effectiveness of experiential marketing. Although the direct impact of social network interaction level is not as strong as the implementation intensity of the experiential marketing strategy, the overall impact is enormous. Based on this, this paper proposes several suggestions for BYD to optimize social network experience marketing, including strengthening audience analysis, innovating interactive methods, and establishing an evaluation system. These suggestions provide a practical reference for the electric vehicle industry and other enterprises.