Y自主汽车品牌SD经销商数字化网络营销方案研究

发布时间：2018-04-17 10:31

本文选题：数字化网络营销 + 自主汽车品牌　；参考：《吉林大学》2017年硕士论文

【摘要】：经销商提高销量最关键的两个工作分别是如何低成本开拓更多的客户资源和最大限度的利用客户资源。伴随着中国社会媒体的迅猛发展,以及经销商数据化营销理念的不断成熟,近几年,数字化网络营销悄然诞生,并被越来越多的厂家和经销商所重视。本文是建立在Y自主汽车品牌数字化网络营销以及SD经销商对数字化网络营销业务模式的大胆尝试和不断经验积累基础上,希望有更多厂商参与数字化网络营销,建立数字化网络营销业务流程,不断改进,并分享数字化网络营销模式的成果。消费者的行为推动了营销的变革:中国网络用户的基数激增,网民数量超过了6.49亿,普及率达到47.9%,手机网民突破5.57亿,普及率高达85.8%;购买的人搜集商品信息与商家沟通方式,逐渐变化,留档行为不断向前移动;购车者主要从网络渠道获取想要的信息,而且发现最重要的是垂直网站。网络营销是以线上传播销售为向导,依托网络作为销售工具,在互联网的基础上,由营销人员利用专业的营销工具,面向广大网民开展一系列营销活动(网站线索、400电话线索、微博、微信等互联网上收集的线索)。互联网获得的销售线索,通过电话营销平台,实现从虚拟到现实的转变。数字化网络营销(Data Collection Center)把互联网营销、厂家下发、战败客户营销、触点营销、保有客户营销等收集来的线索从传统的销售中分离出来,通过电话营销平台跟踪客户,最终邀约客户到店成交的一种非传统营销方式。Y自主汽车品牌数字化网络营销模式设计,通过对国外具有代表性数字化网络营销进行分析,总结其优缺点,并筛选可供国内借鉴、适合我国国情的优点,分析Y自主汽车品牌数字化网络营销,并找出创新点及未来趋势。Y自主汽车品牌SD经销商数字化网络营销方案研究,与之前分析发展方向相吻合。
[Abstract]:The two key tasks for dealers to increase sales are how to develop more customer resources at low cost and how to maximize customer resources.With the rapid development of Chinese social media and the maturation of the marketing concept of digital marketing, digital network marketing has been born in recent years, and has been paid more and more attention to by more and more manufacturers and dealers.This paper is based on Y independent automobile brand digital network marketing and SD dealers' bold attempt and continuous accumulation of experience in digital network marketing, hoping that more manufacturers will participate in digital network marketing.Establish digital network marketing business process, improve constantly, and share the achievements of digital network marketing model.Consumer behavior has pushed forward the marketing revolution: the base number of Internet users in China has soared, with the number of Internet users exceeding 649 million, the penetration rate reaching 47.9%, the mobile phone netizens breaking through 557 million, the penetration rate reaching 85.8%; the buyers collecting information on commodities and the way businesses communicate.Gradually changing, the retention behavior moves forward; car buyers mainly get the information they want from the network, and find the most important is the vertical website.Network marketing is a series of marketing activities (website clues 400 telephone clues), which are guided by online marketing, relying on the Internet as sales tools, and on the basis of the Internet, by marketers using professional marketing tools to carry out a series of marketing activities for the vast number of Internet users.Weibo, WeChat and other information collected on the Internet.Internet sales clue, through the telephone marketing platform, to achieve the virtual to reality transformation.Digital Network Marketing data Collection Center separates the clues collected from traditional sales such as Internet marketing, factory distribution, defeated customer marketing, contact marketing, retention customer marketing, etc., and tracks customers through the telephone marketing platform.A kind of non-traditional marketing mode. Y independent automobile brand digital network marketing mode design, through the analysis of foreign representative digital network marketing, summarizes its advantages and disadvantages.This paper analyzes the digital network marketing of Y independent automobile brand, and finds out the innovation point and future trend of SD dealer digital network marketing scheme of Y independent automobile brand.It coincides with the development direction of the previous analysis.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.471;F724.6

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