| I Chinese automobile Industry situation and marketing tacticsThe China automobile industrial development is the good situation at present,the overall economic benefits of automobile industry improve by a wide margin ,have kept developing fast continuously.1.1 Chinese automobile industry Basic situation of the industryThe automobile production of our country jumped 400 ten thousand high pointin 2003, exceeding Germany becomes the third largest automobile producingcountry of world. The automobile have produced and sold 500 ten thousand in2004, have realized total industrial output value and sales income exceed 1thousand billion yuan respectively.1.2 Chinese automobile industry development trendFirst, the internationalized process of Chinese auto industry is beingaccelerated. Second, develop into the pillar industry of China progressively , drivethe economic growth. Third, the price of automobile is in line with internationalstandards progressively . Fourth, price strategy behavior of the automobilemanufacturer .1.3 Marketing tactics analysis of the automobile1.3.1 Marketing idea of the automobileThe key issue of idea of automobile marketing is what is the centres ofproduction and operating activities to automobile enterprises. Roughly go throughfive stages: First, stage of " producing the idea ". Second, stage of " idea of theproducts ". Third, stage of " selling the idea ". Fourth, " marketing idea " stage.Fifth, " social marketing idea " stage.1.3.2 Marketing mode of the automobileThere are five kinds of marketing modes of main automobiles, namely brandmonopolized shop , industry market of the automobile , many brands store , chainstore and Internet sell.Xinhuaxin market survey advisory company points out: Value of the products ,channel management , the management of the brand , creative service will becomethe new focus of 2005 automobiles of marketing. It is estimated the developmenttrend of the marketing channel of the domestic automobile is shown as mainly:(1)The channel does away with a hierarchical system, (2)informationization,(3)integrate multi-functionally. II The development overview and user analysis of China Internet 2.1 Basic situation of development of Chinese internet Show according to " report of state of development of the 15th Chineseinternet " that CNNIC releases newly, the total amount of Internet user of ourcountry is 9400 ten thousand, the online computer is up to 4160 ten thousandTaiwan, websites count and is up to 66.9 ten thousand. Through the fastdevelopment of ten years, China Internet has already formed the scale, The use ofinternet move toward pluralism. 2.2 Chinese Internet user's basic situation In users' characteristic structure, man, unmarried, under the age of 25, juniorcollege and following, the monthly income low 2000 yuan (include 2000) users'proportion is 60.6% , 57.2% , 51.7% , 69.3% , 80.6% respectively, the mainpurpose that users surf the Net is mainly to obtain the information and amusementand recreation, there are news , recreation amusement ,etc. mainly in theinformation that users often inquire on the net, automobile information accounts for13.8%. 2.3 Investigation of the potential customer of the Chinese automobile Several investigation show that people who afford to buy automobile areamong 20-40 years old mainly by State Statistics Bureau , Tianjin , AC Nielsen ,etc.Their monthly income, about 5000, the automobile price hoping is about 10 tenthousand yuan. 2.4 Comparative analysis of network user and automobile user Can find out , there are unanimous places by the investigation results of theabove two kinds of users: For example the age all take young people 20-30 yearsold as the core, there are inconsistent places . AC Nielsen release about automobile person who have and buy Internet globalof purpose investigate and point out on will it be April 1 2005, in a future year, it isthe strongest that Chinese netizen purchases the car hope. In information source of the automobile, the importance in influencingconsumer's automobile to buy of Internet is shown especially day by day. 24%purchase interviewee claim to search for information on websites , increase by 8percentage points compared with last year. â…¢Analysis of Online Advertisements The advertisement of the network, is called the online advertisement, Internet'sadvertisement,etc.. It refers to utilizing the electronic computer to bind theinformation communication network formed as the advertising media mainly, adoptrelevant electron many media technology to be designed and made , pass theadvertisement of Network Communications of the computer. 3.1 Form of Online Advertisements The initial network advertisement is the webpage itself. Main form of networkadvertisement of now: (1)Banner advertisement. It is with GIF, the vision file set up of such forms asJPG ,etc., make a reservation in the webpage, mostly used for displaying theadvertising content . Whether network an advertisement may be divided 3 kindsinto. Static behavior , trends , and interactive. (2)The text chains the advertisement. Regard one platoon or several rows ofcharacters as one advertisement , click may direct chaining enter the correspondingadvertising page. (3)E-mail advertisement. The E-mail advertisement has characteristic withstrong points , with cheap expenses, generally adopt the form of the text or htmlform . (4)The advertising thoughts of enterprise's websites. It is on net to all move tothe information about the products from setting up one's own enterprise websites. (5)Patronage . Can divide and put the media enterprise planning intentionclicked , and advertising content and combination form of channel information forthe advertisement . (6)Combination with the content . This kind of advertisement appears in theform of content of the webpage, so their clicking rate will often be higher than theordinary advertisement. (7)Insert the sowing type advertisement. There is some similar televisionadvertising to insert the sowing type advertisement , all interrupt the broadcastingof the normal program, force and watch. (8)Rich Media . Advertisement of complicated visual effect and mutualfunction generally point and use browser plug-in package or other scripts language ,Java ,etc. to be written. (9)Other advertising forms . There are other a lot of new advertising forms , forexample: Screen protection , bookmark , column advertisement of the tool ,indicator ,etc.. 3.2 Source of Network media space The network, as the fourth new developing media, its advertising space sourceincludes the following several respect mainly: (1)Content on the webpage. Media of the network and traditional media are thesame, the content on the webpage becomes the advertising space main source ofthe network. (2)Application on Web. Email, the chatroom , forum,etc. have used andattracted a large number of users, can advertise if there are users. (3)Online software. Carrier that all software correlated with the network can allbecome the advertisement . (4)Free ISP. ISP (Internet inserts a supplier ) offers a free Internet accessservice to users, require users to see the advertisement. (5)Reciprocate the advertisement , reciprocate users who browse throughadvertisement with the cash or the prize , for example pay advertisingnetwork ,etc.. 3.3 Current situation of Chinese networks advertisement Chinese network advertising market scale up to 19 a hundred million 2004,2005, expect in 2006 that will up to 27 a hundred million yuan and 40 a hundredmillion yuan respectively. There will be 3225 ad owners of network in 2004 , willincrease 1435 ad owners of network compared with 2003. It is a great measurementadvertisement of the long banner to adopt the advertising form of network mostevery year, secondly it is the advertisement of the ordinary button that springs theadvertisement of the window. IV Analyses of The network advertisement of China automobile industry 4.1 Basic situation of network advertisement of the automobile industryAccording to statistics of iResearch, Chinese automobile industry networkadvertising expenditure 2827 ten thousand rise to 20025 ten thousand yuan in 2004from 2002, 0.45% of the growth was 1.81% of 2003 since 2001 the proportion ofwhole advertising expenditure of automobile industry. The advertising expenditureof the network of automobile industry is second only to IT , network service andnews reports . According to ad owner degree, the Chinese automobile industry network adowner increases year by year in 18 by 2001, already been up to 67 families by2004 , has kept average annual rate of increase of more than 30%. 4.2 Excellent inferior position analysis of media automobile advertisement ofthe network 4.2.1 Advantage of media automobile advertisement of the network (1)Information characteristic, enable consumers to deepen , fully obtaininformation. (2)The website, can offer whole journey service for consumer . (3)It isall to assign to , help the ad owner to throw in the advertisement and have an objectin view. (4)Interdynamic, an abundant exchange between easy consumers. (5)It isinstant to propagate , benefit and propagate the product information the mostswiftly. (6)Propagate the rich collecting of medium, can propagate the productinformation of the automobile three-dimensionally . (7)The function of searchhelps consumers orient the goal products and necessary information. (8)It is easy tomonitor to propagate the result. 4.2.2 Inferior position of media automobile advertisement of the network Weak point in such aspects as the policy is controlled , scale , talent ,advertising form of the network , network advertisement making of the media ofthe network. 4.3 Network Advertisement: Subject of network marketing of the automobile 4.3.1 Network Advertisement is subject of network marketing of an automobileand direct form In the present Chinese network marketing industry, automobile marketing is acomparatively ripe part of the larger , marketing way, it has used almost all theadvertising forms of network. Use network most advertising form long banner oldsize advertisement , ordinary button advertisement and ordinary network anadvertisement secondly.4.3.2 Audience analyse the automobile network advertisement (1)Influence users to click the factor of advertisement of the network Including one's own information , price information, attraction , occurrencenumber , media thrown in of advertising intention , the ad owner's popularity ,advertising form ,etc.. (2)Users have browsed through the situation of automobile networkadvertisement User browse through automobile proportion , network advertisement have40.2% , arrange the sixth of the advertisement in every classification network thatuser browse through ever 2004, browse through automobile user proportion ,network advertisement rank the seventh among all industrys often most. (3)User's satisfactory situation to automobile network advertisement The data show , the proportion of user very satisfied with automobile networkadvertisement in 2004 has 17%, the proportion of user feeling satisfied has 42%. 4.3.3 Ad owner and advertisement throw in Sina Sohu ,etc. door automobile channel whether all kinds of manufacturerproducts and gathering, corporate image of advertisement order, especially thecorporate image advertisement, is suitable for releasing on the door channel withflow of the largest network and better media public more trust. There are suitablespecial kind of automobile websites moving towards orienting automobile user andpotential buyer accurately of advertisement amounts at the same time. 4.3.4 Result of network advertisement is measured (1)The standard that the result of of network advertisement monitors includesmainly: a , have a look around b , click c , mutual d , income from sales voluntarilypassively. (2)The ad owner of automobile marketing of the network uses more systems:a , the network advertisement inquires online systematic b, website third party testand assess and serve. 4.4 Analysis of platform of the main automobile network advertisement The automobile media in the network can be divided into three big classes ofcompany's website producing producer's distributor of automobile channel andautomobile professional website and automobile of the portal basically. Theinvestigation results of two major network research institutions in auspicious and...
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