对目标客户精准营销——通过研究苯在中国零售业务
ABSTRACT 摘要
本文是一个探索性的研究，强调了在中国的电子商务网络营销对于苯的零售业务的目标客户精准营销。这是明显的从文学重要的目标客户，网络营销和精准营销的不断提高。因此，本研究的目的是通过网络营销对于苯零售业务在中国进行精准营销，并确定网络营销的精准营销的影响因素。网络营销的努力有作为独立变量四个因素的影响下，其品牌态度（BA），购买意向（PI），投资回报率（ROI）。同时，精准营销（项目管理）将成为主导作用为因变量。为了实现这一目标，，定量方法将使用问卷作为一种工具。利用可靠性和有效性，以及假设检验，以检验结构之间的关系。研究结果表明，五个因子有显著性，即钡、皮、感兴趣区和下午。此外，PM被认为是影响顾客感知奔驰苯零售企业通过网络营销在中国的最重要的因素。这项工作开辟了精准营销和网络营销在电子市场的研究和讨论这些研究结果对消费者和销售商的决策研究和实践的启示。This thesis is an exploratory study that emphasize on precision marketing of target customer for Mercedes-Benz Retail Business by the e-Marketing in China’s e-market. It is evident from the literature that important of target customer, e-Marketing and precision marketing has been heightened. Consequently, the objectives of this study are to assess precision marketing through e-Marketing for Mercedes Benz Retail Business in China, and to identify the factors that influence the precision marketing by e-marketing. Under the e-Marketing efforts there are four factors that act as the independent variables, which are Brand Attitude(BA), Purchase Intention (PI), Return on Investment (ROI). In meantime, Precision Marketing(PM) will be the lead role as dependent variable. To achieve this objective, quantitative approach will be used with questionnaire as a tool. And reliability and validity were utilized as well as hypothesis test in order to examine relationship among constructs. The outcome of the study indicated five factors were significant, which are BA, PI, ROI and PM. Moreover, PM was perceived to be the most significant factor that influences customers’ awareness for Mercedes Benz Retail Business through e-Marketing in China. This work opens up precision marketing and e-marketing in the study of e-markets and discusses the implications of these findings for research and practice on consumer and seller decisions.
Key Words: Target Customer; Precision Marketing; e-Marketing; Mercedes Benz
Table of Contents 目录
Chapter 1: Introduction ...................................................................................... 4
1.1 Chapter preview ...................................................................................................................... 4
1.2 Study background ................................................................................................................... 4
1.3 Problem statement................................................................................................................... 4
1.4 Research objectives................................................................................................................. 5
1.5 Assumption ............................................................................................................................. 5
1.6 Limitation ............................................................................................................................... 5
1.7 Significance of research .......................................................................................................... 6
1.8 Scope of study ......................................................................................................................... 6
1.9 Outline of the research ............................................................................................................ 6 Chapter 2: Literature review ................................................................................................................. 7 2.1 Chapter preview ...................................................................................................................... 7 2.2 Precision Marketing ................................................................................................................ 7
2.2.1 The Conception of Precision Marketing ...................................................................... 7
2.2.2 Relevant Theories with Precision Marketing ............................................................... 8
2.2.3 Implementation of Precision Marketing ...................................................................... 9
2.3 E-marketing .......................................................................................................................... 10
2.3.1 Current Status of China’s E-market ........................................................................... 10
2.3.2 E-Marketing for the Auto Industry ............................................................................ 10
2.3.3 E-Marketing Strategies for Auto Retail Business ...................................................... 11
2.3.4 E-Marketing Tactics for Auto Retail Business ........................................................... 12
2.4 Awareness ............................................................................................................................. 12
2.5 Promotional efforts ............................................................................................................... 12
2.5 Attitudes of the Brand ........................................................................................................... 13
2.5 Purchase Intention................................................................................................................. 13
2.6 Customer Relationship Management (CRM) ....................................................................... 14
2.6.1Customer Acquisition ................................................................................................ 14
2.6.2 Customers Retention .................................................................................................. 14
2.6.3 Customers Selling ...................................................................................................... 14
Chapter 3: Methodology ..................................................................................................................... 15 3.1 Chapter Preview .................................................................................................................... 15
3.2 Research Design ................................................................................................................... 15
3.3 Type of Research................................................................................................................... 15
3.4 Research Approach ............................................................................................................... 16
3.5 Research Framework ............................................................................................................ 16
3.6 Time Horizon ........................................................................................................................ 17
3.7 Sample Size .......................................................................................................................... 17
3.8 Sampling Design and Techniques ......................................................................................... 17
3.9 Units of Analysis and Sampling ............................................................................................ 17
3.10 Data Collection ................................................................................................................... 18 Section 1: Demographic questions ...................................................................................... 18
Section 2: Knowledge on precision marketing by e-marketing .......................................... 19
Section 3: Investigation for e-marketing from Mercedes-Benz’ dealers ............................. 21
Section 4: Precision marketing by e-marketing for targeted customers .............................. 22
3.11 Data Analysis ...................................................................................................................... 24
3.11.1 Pilot test ................................................................................................................... 24
3.11.2 Validity and reliability testing .................................................................................. 24
3.11.3 Data analysis ............................................................................................................ 25
Chapter 4: Research Finding............................................................................................................... 26 4.1 Chapter Preview .................................................................................................................... 26
4.2 Response rate ........................................................................................................................ 26
4.3 Analysing Characteristics of Respondents ............................................................................ 26
4.4 Knowledge on precision marketing by e-marketing for customers ................................... 28
Table 6: Information channels that customers preferred ............................................................. 28
4.5 Analysing e-marketing from Mercedes-Benz’ dealers ....................................................... 29
Table 8: Dealers’ marketing channels for customers .................................................................. 29
4.6 Data Collection Reliability Analysis ..................................................................................... 30 4.7 Hypotheses ............................................................................................................................ 30
Chapter 5: Discussion, Conclusion &Recommendation ..................................................................... 31
5.1 Chapter Preview .................................................................................................................... 31
5.2 Hypothesis Discussion .......................................................................................................... 31
5.3 Conclusion ............................................................................................................................ 31
5.4 Recommendations ............................................................... Error! Bookmark not defined.
References ..............................................................................................................31
Chapter 1: Introduction 介绍
Mercedes-Benz especially focus on rich people or high-flyers in China, however, they are also vigorously competing to be in the market for marketing, thus it is crucial for Mercedes Benz to put adequate attention to its promotional efforts in order to derive an effective marketing. Nevertheless, each 4S store offered its own promotional strategies to effectively deliver precision marketing to the public in order to create good benefits and marketing return in e-market. Thus, this research attempts to examine the precision positioning of e-market, precision marketing in China’s e-market. A-Levels as well as a Mercedes-Benz in China by quantifying customer’s awareness on a Benz as they are perceived as the next potential consumers that offers precision marketing. Besides that, by evaluating the precision marketing in e-market of Mercedes-Benz could be instrumental in elevating customers and dealers which assures Benz’s sustainability in e-market. It is believed that good precision marketing will increase the awareness, purchase intention and purchase decision of customers’. Therefore, the first chapter will cover the deliberation on the problem statement that links to the research questions and research objectives, hypothesis and assumption, the limitation and the significance of the study.
1.2 Study background Precision marketing means that enterprises establishes marketing plan based on more concentration for results and actions by marketing communication based on more précised, measurable and high-return for investment.(Philip Kotler. 2005) 1.3 Problem statement This research is attempting to assure precision marketing awareness through Mercedes-Benz promotional efforts in e-market. This could be instrumental in increasing precision positioning in e-market which acts as the competitive advantage in increasing customers count. It is believed that good promotional activities using e-market tools will increase the awareness of the customers. Under the National Auto Policy (NAP) (2013), the market size of Mercedes-Benz is estimated will be 0.3 million count by 2015 in China. Nowadays, e-market operate in a changing market place that affects customers’ purchase wants, needs, demands, intention and decision. Thus the author makes this research to assure precision marketing in e-market through a term of promotional activities in Chinese e-market. It is believed that promotional activities in e-market will increase the awareness among customers as adequate knowledge will help people to decide. Since promotional activities aid in conveying messages in e-market, thus it is deeply associated with awareness for Mercedes-Benz. In this paper, researcher will investigate the perception of customers in a specific target group and dealers, namely precision, marketing, positioning, brand and awareness. This plays an important role in the perception of precision marketing in e-market, it is relevant to identify and characterize a target group in order to elaborate suitable strategies for precision marketing.
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