Digital Marketing Strategy Of Automotive Industry Based On Social Media Data

With the arrival of digital age,the automotive industry is faced up with new opportunities and challenges:digital tools are widely applied into the whole value chain including R&D,ME,marketing and sales,which help enterprise provide smart and customized products and services;Digital information platform breaks the original information asymmetry,and for customers the complicated automotive products is no longer mysterious;Enterprise self-owned digital communication platform and the third party social media platform solidify consumers' leading role in market,social buzz is guiding the future of enterprise.Meanwhile,Chinese automobile industry enters the mature stage,globalization of market brings both competition pressure and cost pressure.If enterprise wants to gain competitive advantage,it must understand better about the characteristics of the changing market in time,provide products and services to better meet the requirements of customers,and increase customer satisfaction.Marketing strategy based on social media data can help enterprise effectively cope with challenges and provide digital solutions for enterprise to maintain sales and profit growth.Nowadays the automotive industry is still conducting traditional market research methods for market segmentation,target market selection and product positioning(STP),which is high-cost,long-cycle and low-data-authenticity.Due to the disadvantages,the traditional method can't meet the demand of getting a comprehensive and timely understanding of customers' needs.Once the market changes,enterprise can't respond to the changes in time and lose its advantages.But on the social media platforms,customers are spontaneously giving their expression of views in real time.In this paper,we design a comprehensive digital solution based on social media platform data including users' characteristics data and social buzz data,to help enterprise better understand the market demand,provide products with higher market acceptance,and develop more effective communication strategies.Through the analysis of social media platform(such as Weibo,automobile forum,etc.)and the research of popular segmentation model and product development system of automobile industry,this paper takes automotive product A as an example,customizes a digital marketing strategy based on social media data,including STP strategy,product strategy,and communication strategy,etc.STP strategy module helps segment the market and explore high-value user cluster based on social media user characteristics,and provide evidence for communication strategy;Product strategy module aims at designing a comprehensive product development and verification system based on word-of-mouth data;Communication strategy module combines target customers' characteristics and customer journey to provide input for communication tactics portfolio.Through the development and implementation of digital marketing strategy with social media data,enterprise can improve its data transmission efficiency and data using capability,and then improve its decision-making ability and market response ability,and further enhance the core competitiveness.