北京现代汽车ix35数字营销方案研究

发布时间：2017-12-30 17:55

本文关键词：北京现代汽车ix35数字营销方案研究　出处：《河北工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着互联网和手机的普及与发展，它们已经成为消费者获取信息的重要渠道，同时也是汽车企业重要的营销渠道。竞争激烈的中国汽车市场，由于汽车企业在技术上与产品上的差距正在不断缩小，价格战愈演愈烈，竞争同质化导致了汽车营销成本大幅上升。汽车企业纷纷将注意力向投入产出比较高的数字营销上转移。本文意在通过SUV市场环境分析和同级别竞争车型的研究，利用STP理论进行市场细分、确定目标市场、明确产品的市场定位；基于4R理论，以顾客让渡价值为原则，，在ix35数字营销方案设计中，超越传统数字化营销所局限的宣传推广的作用，以期在销售方面助推ix35销售任务的实现，寻求探索汽车行业如何有效的运用数字营销策略、实施渠道。首先介绍了国内汽车市场环境，2012年汽车产销两旺，作为兼具城市代步和乡村越野等功能的车型，SUV在市场上的关注度持续上扬。而互联网与手机的普及与发展，消费者行为模式发生变化，影响数字营销传播方式的变化，新的媒体阵营形成。提出数字营销在汽车行业的作用与发展趋势，为论文核心部分做铺垫。本文核心部分是进行北京现代SUV车系ix35的数字营销方案设计。ix35已经成为北京现代SUV车系的中坚力量，肩负销售重担。通过前期的市场调研报告，了解SUV市场环境、目标群体特征、预设竞争对手。利用STP战略规划工具，明确目标市场细分、目标市场选择、目标市场定位。在新的AISAS整合营销模式下，明确ix35数字营销的4R策略，并基于营销目标，制定完善的数字营销解决方案，在提升品牌影响力的同时，助推ix35销售任务的实现。最后提出ix35数字营销方案控制与评估指标。
[Abstract]:With the development and popularization of the Internet and mobile phone, which has become an important channel for consumers to obtain information, but also the important automobile enterprise marketing channels. The fierce competition in the car market Chinese, due to automobile enterprises in the technology and products of the gap is shrinking, the price war intensified, the homogenization of competition has led to a sharp rise in the cost of automobile marketing. Automobile enterprises will shift attention to the input and output of digital marketing is relatively high.
This paper aims to study the SUV analysis of the market environment and the same level of competitive models, market segmentation based on the STP theory, target market, market positioning clear product; based on the 4R theory, based on customer delivered value principle in the design of ix35 digital marketing solutions, beyond the traditional digital marketing limited the role of publicity and promotion, implementation in order to boost sales ix35 sales tasks, exploring the automotive industry how to effectively use digital marketing strategy, the implementation of the channel.
First introduces the domestic automobile market environment, the 2012 car sales booming, as both city walking and cross-country function models, SUV in the market's attention and continued to rise. The popularization and development of Internet and mobile phone, consumer behavior changes, changes in digital marketing communication mode, new media cAMP formation. Put forward and development in the automotive industry the trend of digital marketing, in order to pave the way for the core part of the thesis.
This is the core part of Beijing Hyundai SUV car digital marketing program design of ix35.Ix35 has become the backbone of Beijing Hyundai SUV car sales, shouldering the burden. Through market research report earlier, understand the SUV market environment, characteristics of target group, preset competitors. Using STP strategic planning tool, target market segmentation, target the target market selection, market positioning. In AISAS integrated marketing new model, clear ix35 digital marketing strategy of 4R, and based on the marketing objectives, develop digital marketing solutions, to enhance the brand influence and achieve sales boost ix35 tasks.
Finally, we put forward the control and evaluation index of ix35 digital marketing program.

【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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