Research On Car Distributors’ Online Marketing Strategy

As the delegate of comprehensive national power and scientific of technological level,automobile industry has long been regarded as the pillar industry in national economy. Withthe explosive growth of automobile market sales volume in China, most of the major worldautomobile enterprises are paying more attention to Chinese automobile market than everbefore. Besides more frequently upgrade of products, the competition between domestic andinternational automobile enterprises are carrying out mainly on marketing. Moreover,automobile marketing environment in China has undergone great changes along with rapidspread of Internet. As a new marketing mode, network marketing has attracted wide concernin automobile industry and also has been recognized by network media and most consumers.Car distributors provide consumers with car sales, maintenance and other services. Thecommunication between auto dealers and consumers will take a dramatic impact onsatisfaction and product awareness of consumers. Only the more understanding of thedemands of consumers, the distributor can accurately predict the demands of consumer.Therefore, car distributors have also started the network marketing, because the rely ontraditional marketing channels can not meet their own development needs. Many cardistributors still in their infant stage and don’t know enough about how to publicize themand develop new marketing methods on the network.The research of this thesis on domestic automobile network marketing strategy is basedon relevant theories to network marketing including network integrated marketing, direct一response marketing, relationship marketing etc. The thesis summed up the characteristics ofChina’s auto market, car manufacturers network marketing status and the characteristics ofcar dealers. In accordance with the characteristics of China’s car distributors’ regions,funding constraints and restrictions, this thesis describes a detailed description of variousonline marketing methods suitable for car dealer marketing.Based on the theory, this thesis summaries the present situation and problems from theirown website, the cooperation with portal and professional automotive Web site, theapplication of specific online marketing methods. Then this thesis put forward suggestions for car distributors.Finally, this thesis takes the Yanbian DaRong Automobile Sales&Service Co., Ltd.website design for example in order to provide practical guidance for car distributors to carryout their own online marketing.