| After the rapid growth over the past decade, Chinese vehicle market sales reached 24 million 600 thousand vehicles in 2015. Consecutive 3 years of more than 20 million vehicles since 2013. No doubt that China become the world’s largest auto production and sales country. But behind the rapid growth, we can not ignore the Chinese economy, due to the overall economic slowdown, has entered a new norm. The automobile industry growth began to slow down, the automobile market in 2015 grew 4.7% compared to the same period last year, down 2.18 percentage points. FAW- VW automobile joint venture as the most outstanding, over the past twenty years has been in sales and profits among the top three. In 2014, it is to achieve the annual sales of 180 million. On the card, the number of sales volume, the volume of retail sales, three champions. However, in 2015 the overall auto market downturn, FAW-VW is also facing a decline in sales, profits decline, dealers losses and other difficulties."The wave of the Internet" and "national entrepreneurship, innovation “has become in the past year the highest exposure vocabulary. Internet does in all walks of life blowing a wave of innovation, with high efficiency, sharing and good customer experience and gradually changes a lot of traditional industries. Auto industry also make the best use of the circumstances, a large number of manufacturers use Internet technology into their own industry value chain, digital marketing is its practical application in the area of sales.In this situation, FAW-VW takes various measures to get rid of the dilemma, digital marketing strategy is one of them, and get the attention of senior management. The focus of this tractate is, in the Internet and big data era, research on digital marketing strategy of FAW-VW. Due to the FAW-VW to carry out digital marketing time late, dealers appeared a lot of problems, such as organization structure is not clear, digital marketing process loss, staff skills shortage, and so on, the digital marketing business development is not very smooth. This tractate introduces the corresponding solutions, implementation methods and measures.This tractate uses PEST model to analyze the macro environment, analyzes the macro background of FAW-VW dealers. From the industry environment, dealers, supplier, customer, competitors and other aspects of micro environmental analysis, make it clear that enterprise can adjust the direction of improvement. Then through SWOT analysis, the present situation of China’s automobile market environment is analyzed, the advantages and disadvantages, opportunities and threats are analyzed, and the corresponding strategy sets are obtained according to the SWOT matrix.In the process of marketing strategy design, firstly uses STP strategy, analysis of the various models of the popular brand market segmentation and target customer groups, select the FAW-VW digital marketing targeted market segments. Then, around the "4C theory" put forward specific attention to the core content of digital marketing direction and strategy, implementation steps, control measures and evaluation index. And in order to ensure the smooth development of project, put forward to support and ensure the implementation of the content requirements.This tractate tries to build dealer status of digital marketing strategy based on, effectively enhance the dealer’s digital marketing capabilities, realize "2020 strategy and help the FAW-VW Company, the development of the entire automotive industry digital marketing has a reference role. |
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