一汽大众奥迪A8-PA项目互动营销策略研究

发布时间：2019-01-13 21:01

【摘要】：随着Web2.0时代的来临,互动营销日益成为企业在营销活动中所采用的重要营销工具,受到学术界和实践界的广泛重视。Keller更是将其称为建立强品牌的八项关键措施之一。所谓互动营销是指在网络营销的过程中,强调每一个与客户的互动,并通过这种交互最大捕获客户沟通方式的营销模式。奥迪A8-PA车型是一汽大众奥迪公司于2014年全新推出的立足于城市高端精英人士的顶级商务型轿车。为了推进奥迪A8-PA车型在中国市场营销活动的顺利开展,保证奥迪A8-PA车型创造良好的销售业绩,在常规营销活动之外,采用互动营销的手段,增强奥迪A8-PA车型现有客户及潜在客户的参与度,加深其对品牌的认知和忠诚,解决其在传统营销过程中所无法解决的营销问题。本研究以此作为研究选题,运用所学到的互动营销管理理论,结合自身在互动营销领域工作的实践积累,对一汽大众奥迪A8-PA产品进行了派式分析、五力分析以及SWOT分析,经过分析,找到了奥迪A8-PA产品的本土化发展优势、具有较高的品牌号召力、较高的科技含量等产品优势,同时明确了自身的竞争对手——宝马7系和奔驰S级。并充分比较行业竞争中各种力量对一汽大众奥迪A8-PA互动营销活动的开展所带来的各种竞争问题。通过优势、劣势、机会和威胁的梳理,明确自身在营销过程中所应达到的目标。基于对奥迪A8-PA轿车的分析,本文首先提出了相对应的STP战略,明确一汽大众奥迪A8-PA产品的市场细分,目标市场选择,以及市场定位,即“尊贵性与舒适性相结合”的高档豪华车市场。并围绕市场定位,运用营销4S分析理论提出相对应的互动营销策略,即在销售过程中提供全过程的客户满意度策略;在客户服务过程中,提供以客户为中心的亲情化服务策略;在日常维护中,为客户提供及时精准的客户服务快速反应策略;最后在全程中为客户提供细致入微的客户诚意服务策略。为了保证如上策略能够顺利的实施,特别提出对应的保障措施,即建立专业化的互动营销团队,全流程的激励和绩效考核机制以及对于互动营销平台的搭建等等。本研究来源于自身工作时间,对一汽大众奥迪A8-PA产品的互动营销活动的开展具有非常重要的意义,也对其他类似产品的互动营销活动推广具有一定的借鉴作用。
[Abstract]:With the coming of Web2.0 era, interactive marketing has increasingly become an important marketing tool used by enterprises in marketing activities. It has received extensive attention from academic and practical circles. Keller calls it one of the eight key measures to establish strong brand. The so-called interactive marketing refers to the marketing mode that emphasizes the interaction between each and every customer in the process of network marketing and captures the customer communication mode through this kind of interaction. The Audi A8-PA is a top business car that FAW Volkswagen launched in 2014, based on the city's high-end elite. In order to promote the smooth development of the Audi A8-PA model in the Chinese market and ensure the Audi A8-PA model to create good sales performance, in addition to the conventional marketing activities, interactive marketing means are used. To enhance the participation of existing and potential customers of Audi A8-PA model, deepen its brand awareness and loyalty, and solve the marketing problems that cannot be solved in the traditional marketing process. This research takes this as the research topic, uses the interactive marketing management theory which has learned, unifies own in the interactive marketing domain practice accumulation, has carried on the dispatch type analysis, the five forces analysis and the SWOT analysis to FAW Volkswagen Audi A8-PA product, Through analysis, the author finds out the localization development advantage of Audi A8-PA products, has higher brand appeal, higher scientific and technological content and other product advantages, and at the same time makes clear its competitors BMW 7-Series and Mercedes-Benz S-class. And fully compare the various competition problems brought by various forces to FAW Volkswagen Audi A8-PA interactive marketing activities. By combing strengths, weaknesses, opportunities and threats, define your goals in the marketing process. Based on the analysis of Audi A8-PA sedan, this paper first puts forward the corresponding STP strategy to clarify the market segmentation, target market selection and market positioning of FAW Volkswagen Audi A8-PA products. Namely, "honor and comfort combined" luxury car market. And around the market positioning, using the marketing 4S analysis theory to put forward the corresponding interactive marketing strategy, that is, to provide the whole process of customer satisfaction strategy in the sales process, in the process of customer service, to provide customer-centered kinship service strategy; In daily maintenance, to provide customers with timely and accurate customer service rapid response strategy; finally in the entire process to provide detailed customer service strategy. In order to ensure the smooth implementation of the above strategy, this paper puts forward the corresponding safeguard measures, that is, the establishment of professional interactive marketing team, the whole process of incentive and performance appraisal mechanism, and the construction of interactive marketing platform, and so on. This research comes from its own working hours, which is of great significance to FAW Volkswagen's interactive marketing activities of Audi A8-PA products, and also has certain reference function to other similar products' interactive marketing activities.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.471

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