| Under the catalysis of the epidemic and with the changes in the population structure of Chinese consumers: youth,the rise of green economy,accelerated technological innovation,the rise of live broadcasting and other trends,the marketing and communication mode of the automobile industry,one of the pillar industries of China’s market economy,has also changed.The automobile industry has fully opened a new commercial marketing mode-live broadcasting.For the auto industry,webcast is not only a simple brand communication behavior,but also an important means for brand enterprises to obtain sales leads.The value of webcast in the auto industry is even greater.M Car dealership was established in Chengdu in 2008,with annual sales of 1,500 M vehicles.With the outbreak of the novel coronavirus in early 2020,the whole country was under lockdown.In December 2019,M auto dealership,like other auto brands,took various livestreaming platforms as the main marketing front during the epidemic,which was a move for the survival of the auto industry.Up to now,the livestreaming platform chosen by M car dealers is mainly the platform of Chengchedi.This platform is vertical for cars,and fans who watch livestreaming are more willing to buy cars,and the transaction rate is relatively high,but the number of fans is not high.Through constant exploration in the later stage,Douyin Platform and Kuaishou platform entered the market.These two platforms are currently live streaming platforms with low entry threshold and a large number of users.However,the marketing strategy of M brand’s network live broadcast is not clear and has not achieved the expected effect of the management.Based on this situation,this paper analyzes the marketing strategy of M auto dealer’s online live broadcast.In this paper,PEST model is used to analyze the external macro environment,political environment,social environment,economic environment and technical environment of M automobile dealers’ online live marketing.SWOT is used to analyze the internal strengths,internal weaknesses,external opportunities and external threats of M car dealers.Also,using 4I theory model and SICAS consumer behavior model theory,the paper designs a questionnaire survey for M automobile consumers,as well as interviews with its anchors and management.Based on this data,this paper comprehensively analyzes the main problems and causes of online live marketing for M car dealers: first,the number of effective live broadcasts is low,and the brand perception is low;Second,live broadcast has low appeal and low user interest;Third,the frequency of user communication and interaction is low;Fourth,the motivation of purchasing behavior is low;Fifth,low sense of user experience and low willingness to share and spread autonomously.After the analysis,4I theory is adopted as the optimization idea,SICAS consumption behavior model is adopted to develop the strategy optimization scheme,strengthen the all-media communication,improve the user perception.Improve the interest of live broadcast content,increase the interest,and create differentiated live broadcast mode;Design live interactive activities,build community marketing,and enhance interaction;Increase the welfare frequency of live marketing activities,differentiate online and offline policies,and promote the placing of orders;Establish sharing mechanism,combine with after-sales service,cultivate opinion leaders,and promote communication.In order to ensure the implementation of the optimization plan of online live broadcast strategy for M car dealers,the following safeguards are proposed: Optimization of organizational structure,construction of online live broadcast marketing team,training system and mechanism,and salary guarantee measures are conducive to strengthening the effect of online live broadcast for M car dealers,helping them achieve performance improvement and sales growth in online live broadcast channels,and at the same time,generating more valuable basis for automobile online live broadcast as a reference. |
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