新エネルギー車企業における持続可能なマーケティング・マネジメント・システムの再構築

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🔬研究者:AI×ESG統合とサプライチェーン最適化を結ぶ実証枠組みとして、持続可能マーケティング研究に示唆を与える。

🏢実務担当者:CRM/ERP/ESGデータ統合とサプライヤー・トレーサビリティ要件を通じ、ESGを競争力と在庫・コスト最適化に直結させる実装指針を提供。

🏛政策担当者:EU Battery PassportやCSRD等の開示要件への企業対応力強化と、サプライチェーンESGコンプライアンス政策設計の参考になる。

Amid the global automotive industry’s profound shift toward electrification and intellectualization, competition in the new energy vehicle sector has evolved from product specification rivalry to data-driven agility competition. Traditional marketing decisions relying on historical sales data, known as “rear-view mirror” management, suffer from severe time lags, leading to demand forecast distortion, inventory imbalance, resource misallocation, supply chain rigidity, and increased full-lifecycle carbon emissions, which have become core bottlenecks restricting enterprises’ sustainable development. Meanwhile, ESG practices are often isolated from core marketing operations, failing to translate sustainability advantages into market competitiveness and brand value. Based on empirical analyses of BYD, Tesla and Geely Holding with typical business models, this paper constructs a sustainable marketing management system restructuring framework integrating real-time demand forecasting, embedded ESG performance and supply chain collaborative optimization. The study proposes deploying an AI-driven intelligent marketing operations platform to integrate CRM, ERP and multi-domain ESG data, forming a closed-loop system of “data–model–organization–decision”; establishing a Sustainable Marketing Officer with product definition veto power to embed ESG objectives in the initial stage; and requiring Tier 1 and key Tier 2 suppliers to access the blockchain traceability system to maintain an ESG compliance rate of over 90%. Quantitative forecasts show that this framework can reduce per-vehicle manufacturing costs by 10%, shorten inventory turnover days by 44.4%, cut the full lifecycle carbon footprint by 16.1%, lift supply chain ESG compliance to 98%, and boost the ROI of ESG-linked marketing campaigns significantly. It breaks the separation between ESG practice and core marketing operations, alleviates the bullwhip effect in the supply chain, enhances global compliance capabilities such as responding to the EU Battery Passport and CSRD, and provides a systematic, replicable implementation path for new energy vehicle enterprises to transform marketing from a “cost center” into a “strategic nerve center” driving economic, environmental and social coordinated sustainable development.

• semanticscholar https://galicianvisnyk.tntu.edu.ua/pdf/101/1635.pdffirst seen 2026-10-06 05:35:55