Research On Marketing Transformation Of GAC Group In The Mobile Internet Era

Mobile Internet completely changed the pattern of people’s production and life, and it has been a basic human need to keep online all the time. The Internet of Vehicle is an important application of mobile Internet in the automobile industry, which makes it possible to keep the car online connected forever. In the future, cars will not only be a vehicle, and also an important part of the human online network, and meet human social demands with the omnipresent connectivity and social intercourse. As one of the main characteristics of the third industrial revolution, mobile Internet not only greatly impact the intelligent and network of automobiles, and also courses major changes on the automobile consumer behavior, brand marketing, after sale service and automotive industry ecology. For Guangzhou Automobile Group (GAC), one of the main factors restricting the development of Passenger car is lack of marketing ability compared with competitors. During the great evolution on the human life style and automotive industry ecology that caused by Mobile Internet, it is the key to GAC to be promoted to the first echelon of domestic passenger car group by seizing the corner overtaking opportunities to timely develop marketing strategy of transformation and expand market share and sales volume.Firstly, this thesis adopts the PEST analysis method and the Potter five forces model of competition to make a comprehensive analysis of the macroscopic environment and industry competition environment of domestic passenger automobiles market in the mobile Internet era. Based on above, the thesis further analyzes the changes of consumer behavior and passenger car market demands.Secondly, through actual investigation and the data of quantitative assessment of GAC passenger automobile marketing, this thesis analyzes the problems and causes. And on the basis of above analysis, comprehensive analyzing the GAC Passenger Car opportunities and threats in the external environment, compared with the competitors with SWOT tool, to direct the GAC marketing transformation.Finally, this thesis takes the 4Cs marketing strategy theory as the guide, from consumer demand-oriented, total cost of ownership advantages, consumers purchase convenience, and consumers fully communication and so on four aspects, formulating four tactics of GAC marketing transformation, and suggesting the guarantees of the implementation of marketing transformation.