一汽—大众奥迪品牌电商营销策略研究

发布时间：2018-01-06 13:35

本文关键词：一汽—大众奥迪品牌电商营销策略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：近些年来,国内汽车销量及汽车日用品的消费成逐年增长之势。我国早已发展为世界范围内首屈一指的汽车消费大国。越来越多的国际汽车品牌进驻中国市场,且新兴的互联网造车企业不断涌现,汽车行业的消费者争夺已趋于白热化。传统的汽车经销商销售模式发展至瓶颈阶段,汽车的销售渠道亟待出现变革。实施电商营销,发展自身电商营销品牌是国内众多汽车企业生存和发展的方向和突破点。本文以一汽-大众奥迪品牌的汽车电商营销为研究对象,对汽车营销管理进行分析和研究,结合当前国内外飞速发展的汽车电商环境,以及奥迪品牌开展电商营销的现状,指出随着国内奥迪品牌发展改革的不断深化,以及奥迪品牌产品和服务的迅速变革,使得奥迪经销商销售同质化竞争愈演愈烈。关于奥迪品牌将如何对现有销售模式进行优化及发展,本文从分析当前奥迪品牌的品牌定位及目标消费人群入手,寻找顾客流失的本质原因,探讨以用户体验为导向的电商业务流程,力图增强在汽车市场的品牌竞争优势,提供全新购车渠道,建立线上全触点生态链及数字化零售体系,使奥迪品牌的营销模式变得开阔,无论是从品牌建设上,还是从销量上,能有更大的发展空间。研究结果表明:汽车电商的发展,带给了用户更加直观的产品体验,换而言之,能够帮助用户从认知阶段开始逐步深入了解一款产品。有了好的体验,才会增强用户的黏性,同时也会拉开同其它销售模式的差距。汽车电商的优势在于可以帮助用户选车、看车,最终可以进入自有及第三方平台下单订购并线下提车。所以,可以理解成汽车电商的核心任务是打造一个看车、购车的商业化汽车电商平台。而通过这种创新的营销模式,奥迪可以得到更加持续的品牌曝光,稳步提高销售线索量,实现从线上到线下多场景、全覆盖的,从认知到转化的效率提升。随着互联网和移动互联网技术的快速发展,各大汽车品牌的主机厂和经销商在各个线上媒体的推广、销售变得非常丰富。全新的沟通模式可以全方位、多维度地进行产品曝光、延长受众接受广告的时间。汽车电商平台作为新的渠道,可以吸引更多的潜在客户及保有客户,并且可以利用大数据分析对平台存储的海量用户数据进行洞察,对其行为进行判断,更准确地搜集和触达高质量客户,提升销售转化效率。由此可见:本文为一汽-大众奥迪电商营销策略提出建设性意见,为构建一汽-大众奥迪的电商营销平台出谋划策,从保证产品价格可信性的角度,培养人们线上购车习惯,鼓励潜在消费者跨入电商平台购车。
[Abstract]:In recent years, the domestic automobile sales volume and the automobile commodity consumption has been increasing year by year. China has already developed into the world's leading automobile consumption country. More and more international automobile brands have entered the Chinese market. And the emerging Internet auto manufacturing enterprises are emerging, the automotive industry consumer competition has become more and more intense. The traditional car dealer sales model has developed to the bottleneck stage. The sales channel of automobile needs to be changed urgently. The development of its own e-commerce marketing brand is the direction and breakthrough point for the survival and development of many domestic automobile enterprises. This paper takes FAW-VW Audi brand of automotive e-commerce marketing as the research object. With the analysis and research of automobile marketing management, combined with the rapid development of domestic and foreign automotive e-commerce environment, as well as the current situation of Audi brand to carry out e-commerce marketing, it is pointed out that with the deepening of domestic Audi brand development reform. As well as the rapid change of Audi brand products and services, Audi dealers sales homogenization competition intensified. Audi brand will how to optimize and develop the existing sales model. This paper analyzes the current Audi brand positioning and target consumers to find out the essential reasons of customer loss and to explore the user experience oriented e-commerce business process. Try to strengthen the brand competitive advantage in the automobile market, provide a brand new vehicle purchase channels, establish the online full contact ecological chain and digital retail system, so that the Audi brand marketing model has become open, whether from the brand construction. The research results show that the development of automotive e-commerce brings users a more intuitive product experience, in other words. Can help the user from the cognitive stage gradually in-depth understanding of a product. With a good experience, will enhance the user's stickiness. At the same time, it will open the gap with other sales models. The advantages of car e-commerce is that it can help users choose cars, look at cars, and eventually enter the own and third party platforms to order and take cars offline. It can be understood as the core task of automotive e-commerce is to create a commercial vehicle e-commerce platform to look at cars and buy cars. And through this innovative marketing model, Audi can get more sustained brand exposure. Steady increase in sales clues to achieve online to offline multi-scene, full coverage, from recognition to transformation efficiency. With the rapid development of the Internet and mobile Internet technology. The main engine factory and the dealer of each major automobile brand in each line media promotion, the sale becomes very rich. The brand-new communication pattern can carry on the product exposure in all directions, many dimensions. As a new channel, automotive e-commerce platform can attract more potential customers and retain customers, and can use big data analysis to analyze the massive user data stored on the platform for insight. Judge its behavior, more accurately collect and reach high quality customers, improve the efficiency of sales transformation. Thus: this paper for FAW-Volkswagen e-commerce marketing strategy to put forward constructive advice. In order to construct FAW-VW Audi's e-commerce marketing platform, we should train people's habit of buying cars online and encourage potential consumers to step into e-commerce platform to buy cars from the angle of ensuring the credibility of product price.
【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】：F426.471;F724.6;F274

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