Research On Internet Marketing Strategies Of Automotive Vertical Websites

After exceeding America in 2010,China has stayed on the first place in the global automobile sales market for 9 years.The Implementation Measures of Automobile Sales Management in 2005 once positively promoted the sales of automobile.However,problems like the monopoly of automobile producers to sales,the interference to the normal operation of dealers and the damage of consumer benefits have emerged as time goes by.Meantime,the automobile sales market has been saturated with a declining selling profit of new cars,causing the operation of automobile sellers facing a more difficult operation and slower profit increase.In addition,the automobile sales policy has changed.Especially the new-edition Methods of Automobile Sales Management implemented on July 1,2017,is the signal of the country to break the automobile sales monopoly and revitalize the market to explore the multiple marketing channels of automobiles.Facing this situation,the whole automobile industry should adjust the selling strategies in time to seek new areas of growth.The vertical web site that provides professional marketing services has injected new vitality into the development of China's auto industry.As a leader of the vertical website of automobile,YC network was established in 2004,and the speed of development is fast.According to the statistical data of monthly coverage of China's auto website in June 2017,YC network(99 million 930 thousand)exceeded the Pacific Automotive Network(89 million 880 thousand),becoming the largest number of vertical web sites in China.However,in the network marketing process of YC network,there are some problems,such as low conversion rate of actual sales clues,and risks for consumers.It is of great significance to study the network marketing strategy of YC network to improve the management and management of the YC network and even the long term development of the whole automobile sales industry.In this paper,the network marketing environment of YC network were analyzed,on the basis of the research results at home and abroad in network marketing,big data marketing,020 marketing and precision marketing etc.in recent years,based on the domestic auto market and the real situation of YC network system,analyzes the macro and micro environment of YC network marketing,and has carried on the STP analysis,clear market positioning for YC network.Finally,on the basis of studying the contents of YC network competitors,after-sales service system and main business,this paper puts forward the optimization strategy of YC network marketing,in order to promote the long-term and healthy development of YC network and domestic auto sales market.