数字营销赋能小米汽车品牌出海：多维变量体系构建与路径优化——基于新加坡市场实证分析

Digital Marketing Empowers Xiaomi Auto Overseas Expansion: Construction of Multi-Dimensional Variable System and Path Optimization-An Empirical Analysis Based on Singapore

摘要

在全球新能源汽车市场竞争加剧与数字技术深度渗透的背景下，品牌出海成为中国车企突破增长瓶颈的关键方向。本文以小米汽车新加坡市场布局为研究对象，聚焦数字营销赋能品牌出海的作用机制，构建“核心驱动—情境调节—中介传导—结果反馈”四维变量体系。通过实证分析验证各维度变量间的关联效应，指出当前小米汽车在新加坡市场面临的数字营销本土化不足、品牌认知偏差等问题，并最终提出优化路径，为今后中国新能源汽车品牌海外市场拓展提供实践参考。

Abstract

Against the backdrop of intensifying competition in the global NEV market and in-depth penetration of digital technologies, brand globalization has emerged as a pivotal strategy for Chinese automakers to break growth bottlenecks. This paper takes Xiaomi Auto’s Singapore market layout as the research subject, focuses on the mechanism of digital marketing empowering brand globalization, and constructs a four-dimensional variable system of core drive, situational regulation, intermediary transmission and result feedback. Through empirical analysis, it verifies the correlation effects among variables across all dimensions, identifies existing problems such as insufficient localization of digital marketing and brand perception bias faced by Xiaomi Auto in Singapore, and proposes optimization paths, thereby providing practical references for the overseas expansion of Chinese NEV brands.

关键词

数字营销 / 品牌出海 / 新加坡市场 / 变量体系 / 路径优化

Key words

Digital Marketing / Brand Overseas Expansion / Singapore Market / Variable System / Path Optimization

参考文献

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