| With the rapid expansion of Internet, Internet advertising as a kind of new media also subsequently became all sectors will not ignore a marketing tool, the deluge of Internet advertising on the Internet, because network change frequently powerful, also make the Internet advertising advantage more prominent. Nowadays, no matter size enterprise, manufacturers will through different forms of choose different media use different mode posted on the Internet advertising, for push yourself products, create brands, for propaganda, hope ultimately to be able to promote sales. Cars as a enough to be the national economic pillar industry, inevitable meeting with Internet advertising this new type of media are closely linked. Each big auto makers are in various web portal automobile channels, automobile vertical website, financial news, entertainment online publishing your own ads, various in form, content rich novel. Investment cost is in constant improvement. But at present the enterprise very much, car brand are varied, the product is more very much. So many product advertising will appear on the Internet, so this invisible to will the Internet advertising becomes a car manufacturing enterprise means of a kind of competition. How to create impress car consumer Internet advertising became each automobile manufacturers need to think deeply about the problem, after all the Internet advertising different forms, car consumer behavior habits are also different, plus the purpose of advertising is different, advertising release channel and a rich, which requires the automobile manufacturing enterprise must have suits own Internet advertising operation system, so as to give full play to the role of Internet advertising, to realize the ultimate goal of promoting sales in competition, and realizing ego, exceeding our competitors.Therefore, based on the above situation, this article chooses the automobile manufacturing enterprise Internet advertising operation system as the research content. Reference a lot of Internet advertising related theory, analyzes the domestic and foreign advanced automobile manufacturing enterprise Internet advertising operation system. Finally to automobile manufacturers Internet advertising operation system design, and presents the corresponding conclusion. Hope this research to for automobile manufacturers of Internet advertising operation provide reasonable Suggestions, and a reference significance.The specific content as follows:The first chapter is to choose automobile manufacturing enterprise Internet advertising operation system research as the background and significance topic made simple introduction, this paper Outlines the research contents and use of research methods.The second is the related theory of Internet advertising were reviewed. Including Internet advertising concept, contains elements, features, forms, release channel, purpose and differences with the traditional advertising.The third analysis of domestic and international advanced automobile manufacturing enterprise operation system, abroad is general and BMW as typical case analysis, domestic to faw Volkswagen automobile Co., LTD as a case of a careful analysis, finally, summarizes the experience for the next chapter operation system design lay the foundation.The fourth chapter for this article core section, this chapter is the automobile manufacturing enterprise Internet advertising operation system design. In this chapter, first for car manufacturing enterprise Internet advertising operation established organization. And then on to automobile manufacturing enterprise Internet advertising operation purpose were summarized. Mainly divided into four main purpose, namely the automobile products information dissemination, enhance expand car brand awareness, publicity automobile manufacturing enterprise marketing activities and ascending car manufacturing enterprise image. And then based on the objective of auto manufacturing enterprise Internet advertising channel makes a detailed analysis. In the end the auto manufacturing enterprise Internet advertising operation procedure is discussed in this paper. Including five links, respectively is automobile manufacturing enterprise Internet advertising operation of the investigation, determine the automobile manufacturing enterprise Internet advertising operation target, making automotive manufacturing enterprise Internet advertising creative content, choose automobile manufacturing enterprise Internet advertising release form, determine the automobile manufacturing enterprise Internet advertising operation budget. Finally is automobile manufacturers Internet advertising monitoring.The fifth chapter is summarized the final automobile manufacturers Internet advertising operation system research conclusion and drawbacks and prospected. |
