X汽车经销集团网络社区营销模式的研究

发布时间：2018-04-05 07:33

本文选题：网络社区营销模式　切入点：汽车营销集团　出处：《湖北工业大学》2017年硕士论文

【摘要】：网络社区具有匿名性和互动性的交流特点,可以满足个性化的思想表达,不受时间和空间限制,因而吸引着数以亿计的网民,他们构成具有相当规模购买力的消费群体;网络社区拥有社区成员的大量数据和信息,包括成员注册的私人信息和社区中的公开交流信息,透过这些数据和信息分析,有助于准确了解社区成员的消费心理、行为和价值取向,识别消费者的需求;网络社区是一个社会和商业信息的传播平台,成员可以来自世界各地,一个信息几乎可以无成本同时传遍触及世界每个角落,大大减少了信息的搜索成本,这些都意味着网络社区拥有巨大的潜在价值;网络社区是一个很好的商业平台,服务商家可以在这样的平台上售卖自己的优质服务和产品。网络社区营销模式是近些年才被部分学者提出来,并且在小米营销模式中得到很成功的应用。作为汽车营销集团的利润随着各种因素的影响,变得越来越低,甚至已经达到了难以为继的边缘,创新营销模式、转变营销策略来改变现状已迫在眉睫。本文借鉴小米网络社区营销模式的经验,拟建汽车网络社区营销模式,运用SWOT分析方法分析对比两者的共性(用户群体都比较大)和差别(汽车网络社区营销模式相关的产业链比手机的产业链复杂)等,在充分研究小米社区营销模式利弊的基础上,综合性提出在建设汽车网络社区营销模式的过程中应重点注意的事项,以期提升汽车网络社区营销模式的效用性和价值性,也为今后相关的研究提供理论参考。
[Abstract]:The network community has the characteristics of anonymity and interactive communication, it can satisfy the individualized thought expression, and it is not limited by time and space, so it attracts hundreds of millions of Internet users, and they form a consumer group with considerable purchasing power.The online community has a wealth of data and information about community members, including private information registered by members and public exchange of information in the community, through which analysis of such data and information contributes to an accurate understanding of the consumer psychology of community members,Behavior and value orientation, identifying consumer needs; online communities are a platform for social and commercial information dissemination, members can come from all over the world, and information can reach almost every corner of the world at no cost.It greatly reduces the searching cost of information, which means that the network community has great potential value. The network community is a good business platform on which service providers can sell their own high-quality services and products.Network community marketing model has been put forward by some scholars in recent years and has been applied successfully in Xiaomi marketing model.With the influence of various factors, the profit of the automobile marketing group has become lower and lower, even reached the edge of unsustainable. It is urgent to innovate the marketing mode and change the marketing strategy to change the present situation.This article draws lessons from Xiaomi network community marketing model experience, proposes to build the automobile network community marketing pattern,SWOT analysis method is used to analyze and compare the commonness (the user group is large) and the difference (the industry chain related to the automobile network community marketing model is more complex than the mobile phone industry chain), and so on.On the basis of fully studying the advantages and disadvantages of Xiaomi's community marketing model, this paper comprehensively puts forward the items that should be paid attention to in the process of constructing automobile network community marketing model, in order to enhance the utility and value of automobile network community marketing mode.It also provides the theoretical reference for the related research in the future.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F274;F724.6

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