阳光车城新媒体网关系营销共赢研究

发布时间：2018-06-21 23:39

本文选题：自媒体 + 关系营销　；参考：《西安理工大学》2017年硕士论文

【摘要】：自从李克强总理在两会上提出了“互联网+”战略以及“大众创业、万众创新”口号之后,中国正式进入了一个全民创业的时代。由于中国正处于一个经济结构调整的关键时期,用互联网改造和改进传统经济,成为了一个重要而又关键的方向。在传统经济转型的行业当中,传统媒体向新媒体的结构转变随着移动互联网的发展而加速。人们的注意力重心以及获取新闻的方式不再仅仅是传统纸媒而转向了手机上的移动资讯APP。阳光车城新媒体网公司就是在这个背景下应运而生,旨在做一个汽车类的垂直行业的媒体化电商,同时阳光车城新媒体网结合汽车销售4S店,保险公司,银行,平行进口车经销商,帮助用户底价买车,达到一个帮用户省去买车来回奔波的麻烦,同时给准备购车用户提供一个最优惠购车方案的公司。与阳光车城新媒体网类似,传统经济与互联网的结合,让企业不得不处理各种复杂的关系。关系营销的核心就是,处理与企业相关的关系方的关系,同时达到共赢的一个结果。如何结合关系营销理论和公司现状,进行关系营销分析成为现代企业市场营销的关键。本文结合关系营销的关系市场理论、关系共赢理论,通过对阳光车城新媒体网的6大关系市场的分析,得出阳光车城新媒体网最重要的三个市场,然后进行关系营销的共赢分析和契合分析,通过分析关系市场的微观环境变化带来的契机和风险,得出公司的成势和败势。最后结合4R关系决策的理论,对公司的关系营销决策进行分析,同时得出了阳光车城新媒体网关系营销决策实施的建议。本文对阳光车城新媒体网的关系营销共赢的研究,对阳光车城新媒体网的发展有很大的促进作用,同时希望本文也能够为其他往电商方面变现流量发展的自媒体,能有一定的指导意义。
[Abstract]:Since Prime Minister Li Keqiang put forward the "Internet" strategy and the slogan "Mass Entrepreneurship, Mass Innovation" at the two sessions, China has officially entered an era of national entrepreneurship. As China is in a critical period of economic restructuring, transforming and improving the traditional economy with the Internet has become an important and crucial direction. In the industry of traditional economic transformation, the structure of traditional media to new media is accelerated with the development of mobile Internet. People's focus and access to news is no longer just traditional print media, but the mobile phone mobile information app. It is against this background that Sunshine Che City New Media Network Company came into being, aiming to become a media ecommerce in the vertical industry of the automobile industry. At the same time, Sunshine Che City New Media Network combined with car sales 4S stores, insurance companies, banks, Parallel import car dealers help customers buy cars at the base price, so that they can save the trouble of buying cars back and forth, and provide the company with the best option to buy cars. Like Sunshine's New Media Network, the combination of the traditional economy and the Internet has forced companies to deal with complex relationships. The core of relationship marketing is to deal with the relationship with the enterprise and achieve a win-win result. How to combine the theory of relationship marketing with the current situation of the company and analyze the relationship marketing has become the key of modern enterprise marketing. Based on the relationship market theory of relationship marketing and the win-win relationship theory, this paper analyzes the six relationship markets of Sunshine Che City New Media Network, and concludes the three most important markets of Sunshine Che City New Media Network. Then, the win-win analysis and fit analysis of relationship marketing are carried out. Through analyzing the opportunities and risks brought by the change of microcosmic environment in the relationship market, the success and failure of the company are obtained. Finally, combined with the theory of 4R relationship decision, the relationship marketing decision of the company is analyzed, and the suggestion of implementing the relationship marketing decision of the new media network of Sunshine Che City is obtained at the same time. This paper studies the relationship marketing of Sunshine Che City New Media Network, and promotes the development of Sunshine vehicle City New Media Network. At the same time, I hope this paper can also realize the development of other self-media for e-commerce. Can have certain guiding significance.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F721

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