| E-commerce has developed rapidly in recent years in our country, many industries in the rapid development of e-commerce background, sales model has undergone tremendous changes, the automotive industry is also included. A Automotive Group is a large-scale commercial vehicles started Automotive Group,2020 to achieve the strategic goal of this stage is working hard to build passenger business, the development of passenger cars in terms of quality and pricing and other aspects have the advantage, but because of its passenger car brands and products are not known to the public, it has not yet been authorized users. Thus, A Automotive Group, in the current context of e-commerce, the implementation of what kind of sales model in order to achieve a major breakthrough in the passenger area, and is an important issue currently facing.Firstly, in recent years research on the automobile industry and e-commerce related fields scholars reviewed, network marketing theory, PEST analysis and SWOT, BCG model tool to sort out and set forth to provide a theoretical basis for further research. On this basis, using PEST method to analyze the domestic laws and regulations, economic conditions, the impact of socio-cultural and science and technology policy for passenger cars and e-commerce industries, the use of BCG model to analyze the development situation in Group A car facing different product lines, necessity to develop passenger car business, and automotive Group a current sales model and challenges described. Then use the SWOT method to analyze the Group A car industry strengths, weaknesses, opportunities and threats, from the perspective of the advantages, opportunities identified Group A passenger car business development prospects in the context of e-commerce, and from the weaknesses, threats a perspective of the automotive Group development in the future need to avoid deficiencies and compensate content. At the same Comparative analysis of traditional sales model cars and e-commerce sales model, explains the advantages of e-commerce sales model of car and car to the advantage of e-commerce sales model, combined with network marketing theory, was designed for Group A passenger car business the combination of e-commerce sales model, that model network platform to promote e-commerce platform and mobile sales model aftermarket strategies to complete the online advertising and selling passenger car brand and products. To ensure that e-commerce sales of passenger cars Automotive Group A model has been effectively implemented, the paper proposes a line on existing mature network platform and electronic business platform, the line rely on existing Group A cars strong logistics system and a mature service network, at the same time By integrating online and offline to create a resource dedicated team of strategyThesis for the automotive industry and the development of e-commerce analysis, elaboration, according to the actual situation of the Group A car proposed e-commerce development strategies that can be implemented in conjunction marketing theory. A group of passenger car sales business activities have practical significance, but also provides a reference for other domestic automobile plant to implement e-commerce sales... |
PDF Full Text Request