Research on cross-cultural marketing strategies of new energy vehicles under the background of globalization
Kang Xiao

YunnanUniversityofFinanceandEconomicsKunmingCity,Yunnan Province，650000;

Abstract：In the context of intensifying global energy shortages and continuously rising environmental pressures, new energy vehicles, as a key pathway to transform the energy structure and achieve carbon neutrality goals, are becoming a strategic focus of global industrial transformation. This paper, from the perspective of international market competition, systematically constructs a marketing theory framework for the new energy vehicle industry. It provides an in-depth analysis of the differentiated policy barriers, localization challenges, and market opportunities faced by new energy vehicle companies in cross-cultural market environments, offering decision-making support for formulating precise international marketing strategies.

Key words:Marketing;globalization;new energy vehicles

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