| Automobile industry plays an important role in the economic development of our country and is one of the important pillars of our national economy.Automobile 4S store,as the main channel of automobile sales industry in China,is of great significance to the automobile industry.Specific to Qingdao automobile market,before 2011,vehicle sales is the main profit means of auto 4S stores," Vehicles are not for sale" is a phenomenon recognized by everyone,the phenomenon of fare increase is very common.The profitability of each auto 4S shop is also simple and crude: selling a car is fine.After 2011,the form of Qingdao 4S shop has turned sharply: the decline in car sales,a large number of new auto 4S stores to join the competition to buy cars more rational,car sales prices more transparent,the car market from the seller’s market to the buyer’s market.By 2018,it is difficult for some 4S stores to maintain normal operation simply by selling cars,and the sustainable development of enterprises has been seriously challenged.Although the car retention base in the market is large,a large proportion of car users do not regard 4S store as the first choice for after-sales service because of the price and other reasons after buying a car.This has exacerbated the profitability of the car 4S store.In this context,Qingdao automobile 4S stores for the use of publicity fees cautiously,need to spend from the store and can not get a rapid return on the publicity activities,basically will not invest.And a small amount of money can also have a promotion effect of the software,naturally become every 4S store want to use the tool.In August 2012,Tencent launched a WeChat public platform.In just a few years,WeChat public platform has become one of the mainstream marketing models in China by virtue of its good combination of online and offline.The WeChat public platform seems to be well suited to the publicity needs of automotive 4S stores: no need to invest a lot of money,a large user base,reliable communication channels,fast information update speed and strong autonomy,and so on.As a result,as of September 2018,more than 90% of auto 4S stores in Qingdao had opened WeChat public platforms.However,most 4S stores are still in the knowledge of a promotional software.Their WeChat marketing strategy is basically limited to the promotion and promotion level.They push new car discount information every day,push new car promotion information every week,and attach simple car maintenance knowledge.Other content,causing most of the customers,after paying attention to the WeChat in the store,no longer use.WeChat marketing has become a "chicken rib" in the eyes of 4S shop managers: it is a pity that it is tasteless and discarded.Through the method of literature research,this paper combs and summarizes the basic marketing theory and literature related to WeChat marketing of automobile 4S store,as the theoretical basis of the study.Then take the local automobile 4S store in Qingdao as the research sample,combine the questionnaire survey method,the in-depth interview and so on,to Qingdao automobile 4S store WeChat marketing present situation and the question.On the basis of the analysis and research on the expectations of consumers for the WeChat official account of the automobile 4S store,this paper finally puts forward some WeChat marketing strategies which are more suitable for the automobile 4S store in Qingdao area.It is hoped that it can have practical guiding significance for the WeChat marketing work of Qingdao Automobile 4S store,and also hope to take Qingdao market as an example to play a positive role in the WeChat marketing strategy of the national automobile 4S store. |
PDF Full Text Request