Research On Faw-volkswagen Audi New Media Marketing Strategy In Northeast Market

In recent years,with the rapid development of science and technology and the gradual improvement of people’s living standards,on the one hand,the automobile has become the main product of social consumption.Along with the gradual increase in demand,the domestic automobile market competition is intensified,and the previous increase in price and increase in demand no longer exists.On the other hand,the new media industry is developing at an unimaginable speed.With the continuous development of new media,microblog marketing,WeChat marketing,BBS marketing,search engine marketing and other means,the original marketing market has undergone great changes.Therefore,how faw-volkswagen,as the first camp of domestic joint venture automobile enterprises,maintains the leading market position,continues to increase market share,gradually improves brand influence and its own profitability under the new situation is an important issue facing faw-volkswagen.In this paper,faw-volkswagen audi northeast region is selected as the research object to explore the new media marketing strategy of faw-volkswagen audi northeast region.Starting from the information age and the development of new media,it analyzes the current competition situation in the automobile industry and the necessity of developing new media marketing.On the basis of introducing faw-volkswagen and audi products,the macro environment of northeast market is systematically analyzed with PEST analysis model.Based on porter’s five forces model,the competitive situation of the industry is analyzed.From the sales status,new media marketing status and service status of the three aspects of faw-Volkswagen northeast region of new media marketing status was analyzed;It explains the existing problems and causes of new media marketing in northeast China.On the basis of SWOT analysis,based on integrated marketing,relationship marketing,"soft marketing",Internet word of mouth marketing related theory,for faw Volkswagen audi in the northeast market has created a set of new media marketing solutions,including "online"+"offline",the different industry cooperation interaction,cross media,event marketing,implantable marketing,experiential marketing,empathy,and other means.In order to ensure the effective implementation of the developed new media marketing strategies,corresponding safeguard measures are established respectively from the perspectives of improving the organizational structure of new media marketing,strengthening customer relationship management and interaction,so as to ensure the smooth implementation of the developed new media marketing strategies.