The Research For Network Marketing Of The Service Product In "Riders Circle"

With the increasingly development of Internet, terminal equipment,science and technology, the Big Data Age has gained strongly support. The conducts of daily life are able to be preserved through Internet technology,which become valuable data of enterprises. In such environment, new commercial opportunities are constantly opened up. Besides, enterprises with data sharing and analytical ability will be strong competitors in the Internet Age. Autohome is keeping up with the trend of the Big Data Age.As an enterprise in the traditional automobile making industry, Autohome realizes it cannot establish in business only depending on traditional marketing modles. Moreover, relevant policies made by Chinese government require consumers can only buy cars from offline car dealers.As a result, lack of communication with consumers , automobile manufactories are hard to know their actual demands. In the Mobile Internet Age, automobile manufactories are desperate for a professional platform to know consumers’ demands. The service platform----Riders circle on Autohome fully explores consumers’ demands and builds a precision marketing platform to specially provide communication channel for the two parties. Also, the large user data resources and accurate data analytical ability of the platform effectively support enterprises to realize precision marketing. Therefore, automobile manufactories participate into it in succession. However, lacking in enough understanding of operation modes in the Internet Age and basic theories, traditional automobile manufactories have no seasonal strategic planning and only linger on the imitation and exploration stage, thus not fulfilling Autohome’s potential in marketing.The paper studies service product and network marketing of Riders circle, combing Autohome user data and the circle operation data. From its network marketing environment perspective, we analyze advantages and disadvantages of the product and its operation status, and then make analysis and prospect of its network marketing. And we also research commonly used operation means for product modality and how enterprises put forward effect evaluation of the marketing. Therefore, we suggest automobile manufactories should determine their own network marketing style suitable for their brand, which are based on original user behavior, car series brand on the stage of market and operation objectives. The network marketing strategy for service product of the circle is an emphasis in the paper. Given this and the situation that enterprises enter into the circle, we believe they should plan their own operation objectives when applying network marketing of the product. And they should launch the marketing,combining function and form of the platform. Other suggestions: make enterprises strategic planning; take full advantage of network marketing;build up brand image; pay attention to content and topic marketing;establish communication chain between enterprises and consumers through emotion and jointly develop network marketing for service product and brand operation of the circle. Finally, conclusion of this paper is given, and the author points out the gaps and aspects for improvement.Based on the research for network marketing of the service product in Riders circle, the conclusion is as follows:Network marketing of Riders circle is a kind of new form in the Internet Age, which provides important marketing platform and tool for automobile manufactories. And large user groups and data give strong support for the marketing, which lays the solid foundation for enterprises marketing. Combing user data and enterprises strategies, we deeply analyze the network marketing of the product. In short, automobile manufactories should regard network marketing of the circle as breakthrough point and grasp opportunities in the Big Data Age.