The Research On Internet Marketing Model Of Beijing Hyundai In The Internet Age

According to a survey of2014by the State Internet Information Center, the scale of Chinese internet usershasreached600million. Internet penetration rate has increased to45.8%and the Internet has become the primary channel for consumers to obtain vehicle information with the absolute advantage of90%.The influence degree of Internet for consumers to make car purchase decisions has exceeded60%.With the deepening influence of the internet on consumers’ car purchase the investment on the network marketing in automobile industry including automotive manufacturers and dealers are increasing.In this paperthrough the analysis about the situation of automobile industry network marketing at present stage we found that consumers’interaction with car manufacturers and dealers has become the biggest factors which restricted the development of the automobile industry network marketing.This paper focuseson this restricting factor to make analysis, including the following aspects:1. At present stagealmost all automotive manufacturershaveadoptedan020pattern of network marketing. But automotive manufacturers and dealers lack certainpattern in the activities development and cooperation, which cannot effectively convert online customers to offline customers.2.The networkmarketing scale of automobile industry is increasing and the network communication patterns is getting more and more. But the network marketing communication content lack of normalizationwhich leads to a bad information communication effect.3.Atpresentweb portals is the first propaganda choice forautomotive manufacturers, and while vertical automobile website for automotive dealers. But the car manufacturers and dealers cannot effectively guide customers and trackfiling customers.4.At present, the network marketing for the automobile manufacturers and dealers only concentrate on marketing and premarketing stage of new carslacking of public information feedback and customer maintenance in post-marketing stage.In allusion to the above four aspects of the interactive problems, this paper takes Beijing Hyundai Motor co., LTD as an example to deeply discuss the present interaction situation of automobile network marketing through the research methods of case analysis. Our research about Beijing Hyundai Motor co., LTD focused on executive process of involved network communicationcontent, guidance of network customers and management of network clues, we summarized these processes and concluded the following five kinds of network marketing interactive patterns:1. Beijing Hyundai network marketing020pattern.According to the third party platform, manufacturers and dealers, electric business platform+manufacturer authorization, professional third-party website+cooperative dealers, manufacturers website and self-built platform are the highest four patterns in promotion degreewhich can effectively convert online customer to offline customers;2. Beijing Hyundai communication content design pattern.When using third-party communication platform to popularize information, Beijing Hyundai should follow the requirements including real-time information feedback, solving problemsprofessionally, avoiding the pure commercial purpose and defining classification of the contentsto make sure of more effective information communication.3. Beijing Hyundai client guidance mode.Meet the information requirements of different groupsthrough the subdivision of customers which leading low attention customers to convert to high attention customers, leading high attention customers to convert to transaction customersand avoidinghigh attention customers to turn to low attention customers.4. Beijing Hyundai network tracking pattern.5. Beijing Hyundai network marketingseven stage pattern.This paper argues the above five kinds of interactive network marketing patterns.To a certain extent we effectively solve the present problems of Beijing Hyundai in network marketing interaction and improve the present situation of automobile industry in network marketing interaction.Although the marketing interaction pattern is derived from Beijing Hyundai motor co., LTD., which may does not apply to other automobile companies in network marketing. This paper is of great reference significance forthe development of other automobile companies, at the same time of great importance for later scholars in the field.