Internet Marketing Strategies Of HT Automobile Direct-sale Stores

In recent years,there have been some problems in the development of marketing channels of 4S stores of traditional automobile dealers under the background of Internet.Many manufacturers’ offline stores have developed bottlenecks and are facing the competitive reality of Internet automobile sales channels.This paper takes HT direct-sale stores as the research object,using the relevant basic theory of automobile marketing and commonly used analysis tools such as Porter’s Five Forces Competition Model and PEST Analysis Method,this paper analyses the opportunities and competitive pressures and threats HT direct-sale stores.On the basis of comprehensive analysis of the current situation of sales business and through questionnaire survey,this paper summarizes the problems of Internet automobile marketing in HT direct-sale stores sales and marketing strategy,summarizes its advantages and disadvantages.Using PETS analysis model conclusions and SWOT strategy analysis tools,the direction of strategic development was determined.According to the automobile marketing theory,the Internet marketing strategy of HT direct store was designed: such as increasing personalized service projects、increasing Internet sales channels、implementing price differentiation measures and upgrading Sales ability,etc.In response to the follow-up implementation of the marketing strategy,safeguard measures such as strengthening information security training and risk control,strengthening technical support for Internet sales,and enriching customer experience were proposed.In terms of theory and practice,this paper has a positive significance for the development of automobile sales business: for the offline traditional store,it can increase the sales volume of its Internet channels;for the automobile distribution group,it can promote its overall the Internet sales model changes to cope with the impact of competitors in the Internet environment and maintain stable development.