Research On Automobile Network Marketing Strategy

In recent fifteen years, the Internet develop fast, digitization, networking, mobile has become a symbol of age, affecting people’s work and life. At the same time,the Internet has changed the enterprise marketing activities, to become the mainstream way and important means. Chinese auto industry as a pillar industry of national economy, the development speed has slowed, entered a stable period.But auto manufacturers’ competition remains fierce, heated. Network marketing as a popular way of marketing, with its characteristics of low cost, quick effect, easy assessment, by many automobile enterprises pursued, they transfer the marketing battlefield from traditional media to online media. Therefore, the automobile enterprises to carry out effective network marketing is very important. The current stage, Chinese manufacturers of network marketing development is not mature, there are many problems. Many auto manufacturers hope to carry out effective network marketing, but because of the multiple reasons, the effect of network marketing is not good.The thesis uses many kinds of research methods of literature review, case study, comparative research. Under the guidance of the marketing theory, explains the necessity of developing automobile network marketing. Compared with the traditional automobile marketing, summarize the advantages of the current automobile network marketing, pointed out the existing problems and the causes of automobile network marketing, based on data analysis, designing the network marketing program. Through the program, help manufacturers achieve crowd positioning, content planning and effect evaluation, to help the auto companies to provide information, to provide the data analysis and the valuable decision reference. Finally, through the analysis of one case, to verify the feasibility of the network marketing plan and implementation effect.The Internet is a broad platform, combining with the current situation of network of automobile marketing, to explore the current state of the problem and reason, based on the data analysis, planning of automobile Internet marketing plan. Internet marketing is an ongoing project, need more automobile practitioners in-depth thinking, and strive to explore.