The Research Of Internet Marketing Strategy Of Audi Brand

Nowadays,the process of social information has gradually accelerated,and at the same time,domestic auto industry also maintains rapid development in nearly a decade,traditional sales management methods are already not adapted to the current market environment.After the implementation of information technology reform,operation efficiency improves enormously and marketing concept changes profound in traditional industries.With the continuous innovation of automobile industry marketing concept,the management levels of enterprises have increased considerably,and consumer's shopping experience have strengthened continually.It is central to the automobile manufacturing enterprises to grasp the trend of the times,to update the marketing mode,and to build network sales and information management platform.First of all,the paper makes a research on the online business model and market situation of the automotive industry,and summarizes internet sales management and marketing method planning of automobile industry.Secondly,the paper,taking luxurious car customer as analysis object,discusses the customer's attitude to internet marketing,and deeply analyzes the future development trend of network terminal operation and sales of automobile related auxiliary vehicles.Thirdly,the customer's purchasing psychology is discussed based on the study of the negative factors of the internet promotion of Audi automobile companies.Finally,this paper puts forward reasonable marketing measures.In the end,a few implications have been summarized:Audi's interactive marketing and sales should follow the typical rules of e-commerce;not only new car sales,but other products and services can be provided via the new-built platform;making it different should be the spirit that an automotive brand should respect,in terms of product,service and marketing activities;customer experience should be added as important value besides volume traffic.