Web 2.0 Marketing Strategy And Its Application In The Automotive Industry Research

Comparing with Web1.0, Web2.0 is the general description of a new generation of internet applications, which includes a number of techniques or applications such as Blog, RSS, Podcast, Social Network, Wiki, Web Feed and Tags. It strengthens "user-centric" , personality, creation and sharing, and emphasizes participation, experience and interaction. As a new way of Web Marketing, Web2. 0 has gradually shown its potential and value. Web2. 0 is a new media, a concentrated community, and also a novel marketing idea. The Web2. 0 Marketing was established based on the concepts of Long Tail Theory, Six Degrees of Separation, Word-of mouth Marketing and Precision Marketing. At present, the main marketing methods are Blog Marketing and Social Network Marketing, together with some other forms such as RSS and Podcast Marketing. It is noted that Blog Marketing and Social Networking Marketing do not directly sell product or service to users, but indirectly affect the user's purchasing decisions through the Word-of-mouth communication among users. RSS and Podcast Marketing deliver messages to users through the process of combination and sharing of common interest. At present, although only a few companies in the auto industry use Web2.0 to extend its potential market, discussions are held exploring the use of Web2. 0 as a platform to obtain a interaction, precise, one-to-one marketing model. In comparison, the applications of Web2. 0 in the websites of vehicle information, especially in the forms of Blog, Podcast and Social Network, have become very popular. We see that the idea of Web2. 0 has already been applied in product launches, brand building or customer relationship management with satisfying results. However, although Web2.0 has shown excellent advantages in marketing, a few disadvantages remain. The idea is new and advanced, but the models using such an idea are still far from maturity. Therefore, at present Web2.0 should only be used as necessary supplement to the traditional marketing methods, rather than for individual use.