Study On The Marketing Strategy Of Car Brand In Mobile Internet Time

With the popularity of digital technology, the rise of mobile Internet, network new media proves more innovations in the automobile brand marketing strategy as its unique characters.Chevrolet had changed marketing from traditional product sale to the mobile Internet-based trade and focus on the whole industrial chain.As the development of 4g technology becomes fast, Chevrolet pushes more forms based on a mobile platform,provides audience other new accesses to information.This paper analysis the mobile Internet features and characteristics of Chevrolet marketing strategy,then it explores its models marketing strategies and advantages of network marketing.Based on Chevrolet’s marketing cases,media placement plans and data collection in net,the paper indicates that mobile internet offers Chevrolet new channels to advertise its brand,on the other hand, it brings various possibilities for industrial linkage in the field,third,mobile internet accelerates the interactions between brand-development and brand-marketing.By cooperation with Weibo,Wechat and APP,Chevrolet afford consumers seas of information conveniently,and make an private and quick online communication with consumers.Through the case study,the paper gives some references to traditional industry in changing brand marketing,and supply many feasible advice in online car brand marketing. Mobile Internet boom has its inherent marketing context, with the rapid development of digital technology has given rise to a series of mobile marketing platform, provides conditions for the change of the automobile brand marketing strategy. Mobile marketing has become a mainstream marketing and media development and the evolution was full of changeable car brand marketing strategy.Further,the mobile technology will grow faster and reflects itself by many means,so the firm needs to attach the latest media platform,build a hierarchic and all-wave brand-developing system.In marketing, the company shall take full advantages of network new media,combines the traditional marketing and new media marketing’s virtues,establish a new sales and advertisement method based on mobile internet, database, e-commerce and other ways.