Research On Customized Marketing Strategy Of Internet Of Vehicles Products

Stable growth of economic and rapid development of Internet technology provide a good economic environment for the market of Internet of vehicles market in China.Favorable supporting policies issued by the government also promote the rapid development of the Internet of vehicles industry.In China,with the expansion of Internet of vehicles market,andthe construction of application system and security system of Internet of vehicles improved user penetration of Internet of vehicles market.Automobile industry and transport service are more open and integrated.Therefore,the new industrial form of innovation and development came into being.In order to meet the diversified,customized and constantly upgraded consumer demand of customers,Enterprises should focus on the needs of Internet of vehicles customers,establish a good relationship,and provide differentiated and customized product services,and should meet the needs of customers and provide better products and services for Internet of vehicles customers.Which has great value of research and practical significanceThis paper focuses on the customized requirements of the products of IoV.In the theoretical part,based on the customized marketing theory,STP theory and technology acceptance model theory,this paper reviews the customized marketing theory and the literature about the influencing factors of consumers’ choice of customized products.The third part of this paper analyzes the current situation and problems of the development of IoV products in China,and determines the influencing factors of Internet of vehicles customers choice of customized products,and builds a theoretical model.In the fourth part,according to the theoretical model,we design the questionnaire of product customization needs of the IoV By SEM model,we analyze the results of the questionnaire,and finally get the main factors that affect the user’s choice of product customization.In the fifth part,according to the utility model,the influencing factors of customized demand of IoV products are analyzed,and the market segmentation of customers in different industries is carried out according to the difference of demand,The market is divided into personal vehicle market,official vehicle market and operating vehicle market,and the "cloud management terminal" model is mainly used to develop a variety of customized product solutions to meet the needs of customers in different markets.And from the perspective of product,price,channel and promotion,this paper puts forward relevant suggestions for the specific implementation of customized product marketing strategy of the Internet of vehicles.Finally,from the establishment of professional service management system,the improvement of employee incentive training mechanism and the upgrading of intelligent platform,we can provide guarantee measures for customized marketing of Internet of vehicles productsThis paper is dedicated to explore the needs of different types of customers in the customized marketing of products in the Internet of vehicles industry,which is customer-oriented.Optimize the configuration of product mix,design and implement product customization programs,better meet the differentiated market demand of business commuting,production,passenger transport,logistics,etc.,provide high-value products and innovative business cooperation for the Internet of vehicles customers,and provide reference for the development of the customized marketing of Internet of vehicles products in China.