ABSTRACT

This study focused on the assessment of the extent of digital transformation of marketing strategies employed by XPENG Motors in the context of the digital economy. Using a mixed-methods approach, including quantitative surveys and qualitative interviews, the research systematically assessed the transformation in market positioning, product strategy, pricing strategy, and promotional strategy. Findings reveal that XPENG Motors has effectively utilized big data analytics, social media platforms, and artificial intelligence technologies to achieve significant improvements in brand building and customer engagement. However, challenges remain in enhancing pricing flexibility, optimizing promotional resource allocation, and integrating digital tools more comprehensively. This study provides specific recommendations to further refine XPENG Motors’ digital marketing strategies, supporting its sustained competitive advantage in the electric vehicle market.

Keywords: XPENG Motors, digital economy, marketing strategies, digital transformation, electric vehicles
https://doi.org/10.57180/tcpa9474