Precision Marketing Strategy Study Of DC Automotive

With the rapid development of information technology,precision marketing strategy become more and more widely.which means analysis/targeting consumer characteristics and preferences by information resources.with the coming of the big data era,almost all industries are tries in this new field.Precision marketing strategy is an inevitable trend in marketing field.Nowadays in auto sales industry,the strategy of sales was changed gradually by product focus to customer focus,and the precision marketing strategy is the top priority of this field.In today's increasingly competitive auto sales market environment,more and more promotional strategies have been adopted.depreciation strategy no longer a good means to speed up sales,with the reducing of industry profits while auto sales industry's structure is facing a huge uncertainty,traditional auto dealer groups face a variety of challenge on their way of developing.In this thesis,methods such as the literature method,the method of case study and that of the field research are applied to analyze the precision marketing strategy of auto sales industry,and based on the previous study and combined with personal comprehensions and views,the thesis generalized the characteristics of auto sales industry,analyzed the macro environment/ the industry environment and challenge/crisis which my own enterprise is facing,also use my own enterprise's case study for a example,finally,summarized the conclusions of this paper: a more effective strategy / marketing plan based on the original one.