A品牌汽车银川4S店网络营销策略研究

发布时间：2018-03-11 02:23

本文选题：汽车4S店　切入点：网络营销　出处：《宁夏大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着网络技术的腾飞,互联网已然成为了营销的新阵地,作为企业和消费者沟通的新渠道,大量的企业已经认识到了网络的重要性,纷纷开展各种各样的营销活动。网络营销是一种新的营销方式,它的出现是对传统营销方式的一种颠覆,其特殊的网络营销工具也和传统的营销方式大不相同,而且营销工具的多样化,更是让整个营销充满活力。就拿汽车营销来说,不管是汽车整体,还是相关的零件,必须都要进入汽车的销售市场,通过其独有的营销模式传送到消费者的手中,随着网络的发展,人与人之间的信息交流与联系变得越来越频繁和方便,网络营销也在发展中越来越成熟,汽车的网络营销,已经渐渐的具备一定的规模,而且即将成为世纪最重要的营销模式之一。互联网正在改变着消费者的行为模式和购买的行为特征,很多的消费者在购买汽车的时候,已经从传统的实地考察变成了网络搜索加进店了解的模式。在购买之前,这些消费者首先通过网络搜索,将关于这类汽车的所有信息都集中在一起,通过对比其他消费者的评价,最终产生购买意向。在购买汽车之后,消费者会通过微博、论坛、社区等网络工具对自己购买汽车的使用心得进行公开,这些内容,将会影响下一个潜在的消费者。所以说,开展大规模的汽车网络营销,不但会大大的缩减汽车的营销渠道的成本,而且可以做到将产品的成本降到最低,并且减少库存,提高汽车行业的整个生产和销售效率。因此,这篇文章以作者从事的行业为背景,通过工作实践和在MBA的理论学习,结合对网络营销理论和方法的回顾与综述,结合A品牌汽车银川4S店营销现状,对其网络营销环境进行分析并结合问题提出建议,最终实现提高A品牌汽车银川4S店的销量及品牌知名度的目标。
[Abstract]:With the rapid development of network technology, the Internet has become a new marketing position. As a new channel of communication between enterprises and consumers, a large number of enterprises have realized the importance of the network. A variety of marketing activities have been carried out. Network marketing is a new marketing method, its appearance is a kind of subversion to the traditional marketing mode, and its special network marketing tools are also very different from the traditional marketing methods. Moreover, the diversification of marketing tools makes the whole marketing vigorous. Take automobile marketing for example, whether it is the whole car or the related parts, it must enter the automobile sales market. With the development of the network, the communication and communication between people become more and more frequent and convenient, and the network marketing is becoming more and more mature. It is becoming one of the most important marketing models of the century. The Internet is changing the behavior patterns of consumers and the characteristics of their purchases. Many consumers are buying cars. It has gone from a traditional field trip to a model where online search is added to the store. Before buying, these consumers first search through the web, bringing together all the information about this type of car. By comparing the evaluation of other consumers, the ultimate purchase intention is produced. After buying a car, consumers will make public their experience of buying a car through Internet tools such as Weibo, forum, community, etc. It's going to affect the next potential consumer. So, launching a massive car network would not only significantly reduce the cost of a car's marketing channel, but it would also minimise the cost of a product and reduce inventory. Therefore, this article, based on the background of the author's industry, combines the review and review of the theory and methods of network marketing through work practice and theoretical study at MBA. Combined with the current marketing situation of Yinchuan 4S store of brand A, this paper analyzes its network marketing environment and puts forward some suggestions in order to achieve the goal of increasing the sales volume and brand popularity of Yinchuan 4S store.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.471

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