长江实业4S店社交网络营销策略研究

发布时间：2018-05-15 00:12

本文选题：汽车行业 + 社交网络　；参考：《首都经济贸易大学》2017年硕士论文

【摘要】：二十一世纪以来,网络化数字化已逐渐成为互联网时代下的标志性符号,并且无时无刻不在影响着人们的工作和生活。在营销领域,传统的营销活动也随着日新月异的互联网技术随之发生了很大程度上的改变,转战网络营销,成为了越来越多企业开展营销活动的重要手段之一。以汽车营销来说,处于互联网时代下的媒体环境已经发生了革命性的改变。拥有大信息量、互动强,搜索快捷、低成本等特点的互联网可以把文字、图片、声音和视频结合起来,并因此也可以更好地全面展示复杂且专业的汽车产品。此外,基于社交网络的发展,也改变消费者的行为和消费者购买行为,许多消费者在4S店在买车之前,就已经通过大量的网络搜索,详细对所购品牌的汽车的相关信息和消费者评价进行了比较和研究,从而决定是否购买。与此同时,消费者购买后,也会在社区、微博、微信公众号、个人朋友圈以及其他网络平台,分享他们的这次购买经验,而这些所为也对潜在的用户将产生很大的影响。因此,基于社交网络的互联网营销已然成为汽车营销的新阵地。在这个背景下,本论文在研究了大量文献资料基础上,又运用系统研究、文献综述、比较研究等方法对长江实业4S店,提出了汽车业基于社交网络的互联网网络营销策略,以期为中国汽车企业等在解决营销的网络实战问题上提供参考。事实上,基于社交网络的汽车网络营销还是一个需要不断研究的课题,仍然需要汽车企业和相关的从业人员在实践中探索、思考、总结。
[Abstract]:Since twenty-first Century, the network digitalization has gradually become the symbol symbol under the Internet era, and it has been affecting people's work and life all the time. In the marketing field, the traditional marketing activities have also changed with the changing Internet technology. As one of the most important means of marketing, the media environment in the age of the Internet has revolutionized the media environment in the automotive marketing. The Internet, with the features of large amount of information, strong interaction, fast search and low cost, can combine text, pictures, sound and video, and it can also be better. In addition, based on the development of the social network, the development of social network also changes consumer behavior and consumer buying behavior. Many consumers have passed a large number of network searches before buying a car in the 4S store, and compared and studied the related information and consumer evaluation of the cars purchased. At the same time, consumers will also share their purchase experience in the community, micro-blog, WeChat public, personal friends, and other network platforms, which will also have a great impact on potential users. Therefore, social networking based Internet marketing has already become a car marketing. In this context, on this background, on the basis of a large number of documents, this paper also uses systematic research, literature review, comparative research and other methods for the 4S store in the Changjiang industry, and puts forward the Internet marketing strategy of automobile industry based on social network, with a view to raising the problem of network actual combat for Chinese car and car enterprises in solving marketing. For reference. In fact, the marketing of automotive network based on social networks is still a subject that needs to be studied. It still needs to be explored, thought and summarized by automobile enterprises and related practitioners in practice.

【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.471;F724.6

【参考文献】