A Study Of Digital Maketing Scheme For Beijing Hyundai Ix35

With the popularization and development of internet and cell phone, they have become theimportant channels for customers to get information from the outside world, and they are also theinseparable ways of automobile marketing. In auto markets of China, as the gap of automanufacturers is narrowing in technique and product manufacturing, the competition on price isincreasingly intensified, and competition homogenization has led the significant rise of the costof auto marketing. All these has made auto manufacturers focus their eyes on the low-cost buthigh-efficiency digital marketing.The paper aims at segmenting the market, set the target market, and specify the marketpositioning of the product by using STP Theory through the analysis of SUV selling environmentand the study of competitive products; and in the process of designing ix35digital markingscheme, based on4R Theory and delivered value of customers, exceeding the effect ofpropagandizing and popularizing limited by traditional digital marketing in view of contributingto the realization of the selling task of ix35, and seeking and exploring how to effectively usethe digital marketing strategy and implementing channels in the field of automobile.The paper firstly gives an introduction of the marketing environment of domesticautomobile. In2012, the automobile industry thrived in both production and marketing. Bycombining the functions of vehicle in city and cross-country, SUV is gaining more and moreattention in the market. The popularization and development of internet and cell phone has led tothe change of behavior pattern of customers and the ways of propagandizing of digital marketing,thus a new media cast has been formed. The mention of the effect and development trend ofdigital marketing in auto industry is the foreshadowing for the core part of the paper.The core part of the paper is designing the digital marketing scheme for Beijing Hyundaiix35(SUV). Ix35has been the major force of Beijing Hyundai SUVs, shouldering thechallenging task of selling. The paper has investigated the marketing environment, targetedgroup character and preset the competitors through the previous marketing survey report. Thepaper has also specified the subdivision, selection and positioning of the targeting market by theutilization of STP strategic planning tool. In the new AISAS integrated marketing pattern, thepaper specifies the4R strategy of the digital marketing of ix35, and form the fully-improvedsolution of digital marketing based on marketing objective, thus facilitates the realization ofselling task of ix35while expanding the brand influence.In the end, the paper puts forward the controlling and evaluating index of digital marketingscheme for ix35.