新媒体环境下的奥迪A4 allroad上市互动营销策略研究

发布时间：2018-05-12 10:48

本文选题：新媒体营销 + 互动营销　；参考：《吉林大学》2017年硕士论文

【摘要】：互联网的发展潜移默化地改变着人们的生活习惯和消费习惯,日新月异的新媒体更使得信息传播变得无孔不入,也为营销和媒体市场带来一场变革。对于汽车来说,技术和质量固然是产品生存的基石,与时俱进的营销策略更是其品牌塑造和销量业绩的保障。2016年12月,新一代A4 allroad强势登陆,本文结合新媒体行业的环境发展、互动营销相关理论和分析模型,进行了奥迪A4 allroad的市场分析及营销策略制定,并全面梳理了后期执行的创意和传播效果分析,希望对同行业的新媒体营销策略具有一定现实指导意义。本文的核心研究内容,基于对于奥迪A4 allroad的市场格局分析,制定出新媒体平台的互动营销策略,通过互动营销创意的策划,以及媒介传播资源的规划、口碑内容的传播规划,制定出科学、合理、完备的奥迪A4 allroad上市互动营销策略。并在后续执行中,实时关注互动营销效果,统计并优化互动传播执行规划,达成在互动营销过程中良好的品牌传播、潜客销售线索收集的目标。
[Abstract]:The development of the Internet is changing people's habits of life and consumption. The new media with each passing day makes the information dissemination everywhere, and also brings a change for the marketing and media market. For the automobile, technology and quality are the cornerstone of product survival, and the marketing strategy of keeping pace with the times is the guarantee of its brand shaping and sales performance. In December 2016, the new generation A4 allroad came to the fore, this article combines the environment development of the new media industry. Interactive marketing theory and analysis model, the Audi A4 allroad market analysis and marketing strategy formulation, and a comprehensive review of the later implementation of creativity and communication effect analysis, Hope the new media marketing strategy of the same industry has certain realistic guiding significance. Based on the analysis of Audi A4 allroad's market pattern, this paper formulates the interactive marketing strategy of the new media platform, through the interactive marketing creative planning, as well as the media communication resource planning, the word of mouth content dissemination plan, Develop a scientific, reasonable, complete Audi A 4 allroad listed interactive marketing strategy. And in the follow-up implementation, real-time attention to the interactive marketing effect, statistics and optimization of interactive communication implementation planning, achieve in the interactive marketing process of good brand communication, submersible sales clues collection objectives.
【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】：F416.471;F274

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