O2O模式背景下的北汽幻速汽车营销策略研究

发布时间：2018-01-07 23:11

本文关键词：O2O模式背景下的北汽幻速汽车营销策略研究　出处：《广西大学》2017年硕士论文　论文类型：学位论文

更多相关文章： 电子商务 O2O 北汽幻速 营销策略

【摘要】：国务院总理李克强在2016年3月5日的政府工作报告中,重点强调了“互联网+”,表明了中央政府持续推进“互联网+”的信心与决心,而020模式电子商务平台是目前“互联网+”中影响老百姓生活最广的一种电商模式。近年来020模式电子商务平台的发展,对传统汽车营销方式产生了深远影响。可以预见,汽车电商020模式的快速发展,将改变传统汽车营销结构和模式,汽车厂商的营销战略和营销策略也应随之调整。本文在研究的过程中,通过使用SWOT分析模型、波特五力模型、PEST分析模型、4P理论和STP理论等多种营销分析工具,对汽车电商模式与中国汽车行业的现状进行分析,对北汽幻速汽车的营销环境和营销战略进行分析,研究北汽幻速汽车实施汽车电商020模式的营销策略,并在此基础上设计了根据北汽幻速汽车实际情况的020模式电商平台购车流程和以具体车型为例的营销方案。本文的调查数据来自多个方面,例如与北汽幻速汽车在广西区内的管理人员交谈,对北汽幻速汽车消费者与经销商进行问询,同时从各种渠道获取相关的统计信息等。文章在进行理论分析的同时,做到理论与实际相结合,流程设计和营销方案考虑能尽快运用于实践当中,对北汽幻速汽车实施汽车电商020模式的营销策略起到有效的指导作用,体现出实用价值。本文研究的目的是改变北汽幻速汽车当前单一的线下实体经销商营销方式,提高北汽幻速汽车的营销效率,提高北汽幻速汽车产品的市场份额,为企业带来更好的效益。本文研究的成果可供其他汽车企业实施汽车电商020模式提供参考,有很强的现实指导意义。
[Abstract]:In his March 5th 2016 report on the work of the government, Premier Li Keqiang of the State Council focused on the "Internet", demonstrating the central government's confidence and determination to continue to promote the Internet. The E-commerce platform of Model 020 is one of the most widely used e-commerce modes in the Internet. In recent years, the E-commerce platform of Model 020 has developed. It can be predicted that the rapid development of automobile e-commerce 020 model will change the traditional automobile marketing structure and mode. The marketing strategy and marketing strategy of automobile manufacturers should be adjusted accordingly. In the process of research, this paper uses SWOT analysis model, Porter five-force model and pest analysis model. 4P theory and STP theory and other marketing analysis tools, to analyze the car e-commerce model and the current situation of the automobile industry in China, and to analyze the marketing environment and marketing strategy of BAIC Fantasy Speed vehicle. This paper studies the marketing strategy of BAIC Fantasy Speed vehicle (BAIC) to implement the E-Commerce 020 model. And on this basis, design the purchase process of model 020 ecommerce platform according to the actual situation of BAIC vehicle and the marketing scheme taking specific vehicle model as an example. The investigation data of this paper come from many aspects. For example, we talked to the management of BAIC's Magic Speed car in Guangxi, and questioned the consumers and dealers of BAIC's Fantasy Speed Automobile. At the same time from various channels to obtain relevant statistical information. The article in the theoretical analysis at the same time, the combination of theory and practice, process design and marketing program considerations can be used in practice as soon as possible. It plays an effective role in guiding the implementation of the marketing strategy of BAIC Fantasy Speed vehicle based on the model 020 of automobile ecommerce. The purpose of this paper is to change the current single off-line real dealer marketing mode of BAIC Fantasy Speed vehicle and improve the marketing efficiency of BAIC Fantasy Speed vehicle. The research results of this paper can be used as a reference for other automobile enterprises to implement the model of automobile ecommerce 020, which is of great practical significance.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F274;F724.6

【参考文献】