Astudy On Strategies Of Chinaautomobile Enterprises’ Network Marketing

With the explosive growth of automobile market sales volume in China, most of themajor world automobile enterprises are paying more attention to Chinese automobilemarket than ever before and accordingly bring more challenges along with moreopportunities to domestic automobile enterprises. Besides more frequently upgrade ofproducts, the competition between domestic and international automobile enterprises arecarrying out mainly on marketing, those who can get ahead in marketing innovation willtake the initiative from the opponents. Moreover, automobile marketing environment inChina has undergone great changes along with rapid spread of Internet. As a newmarketing mode, network marketing has attracted wide concern in automobile industryand also has been recognized by network media and most consumers.In China, automobile network marketing is now in the ascendant, many automobileenterprises are still in their infant stage and don’t know enough about how to publicizethemselves and develop new marketing channels on the network. The research of thisthesis on domestic automobile network marketing strategy is based on relevant theories tonetwork marketing including network integrated marketing, word-of-mouth marketing, sixdegrees of separation and experience marketing etc. The design and implementation ofautomobile network marketing strategy are explicated from an angle of viral marketing toremove restrictions imposed on concept and methods of automobile network marketing bytraditional marketing mode. The research will give some feasible resolutions to problemsof domestic automobile network marketing strategy and tap the immense potential ofautomobile network marketing.This thesis explicates the necessity of automobile network marketing in Chinathrough systemic research on theories relevant to network marketing with researchmethods such as literature review, comparative analysis etc, and summarizes theimplementing flow of current automobile network marketing through comparison withtraditional automobile marketing mode. In order to resolve problems that come along withimplementation of network marketing mix strategy, the thesis deals with design andimplementation of automobile network marketing strategy based on viral marketingtheories and combines viral marketing strategy with other strategies such asword-of-mouth marketing, brand marketing and interactive marketing to make it one ofthe quite effective methods of realizing automobile enterprises’ marketing strategic targets.With the continuous developing in Internet technology and increasing demands of thenetizen, various network marketing theories are being improved, automobile networkmarketing strategies will also set foot in many new areas during the course of beingstudied, and the mobile media is believed to be the next stage of automobile networkmarketing.