本文選題：數(shù)字化網(wǎng)絡營銷 + 自主汽車品牌��； 參考：《吉林大學》2017年碩士論文

【摘要】：經(jīng)銷商提高銷量最關鍵的兩個工作分別是如何低成本開拓更多的客戶資源和最大限度的利用客戶資源。伴隨著中國社會媒體的迅猛發(fā)展,以及經(jīng)銷商數(shù)據(jù)化營銷理念的不斷成熟,近幾年,數(shù)字化網(wǎng)絡營銷悄然誕生,并被越來越多的廠家和經(jīng)銷商所重視。本文是建立在Y自主汽車品牌數(shù)字化網(wǎng)絡營銷以及SD經(jīng)銷商對數(shù)字化網(wǎng)絡營銷業(yè)務模式的大膽嘗試和不斷經(jīng)驗積累基礎上,希望有更多廠商參與數(shù)字化網(wǎng)絡營銷,建立數(shù)字化網(wǎng)絡營銷業(yè)務流程,不斷改進,并分享數(shù)字化網(wǎng)絡營銷模式的成果。消費者的行為推動了營銷的變革:中國網(wǎng)絡用戶的基數(shù)激增,網(wǎng)民數(shù)量超過了6.49億,普及率達到47.9%,手機網(wǎng)民突破5.57億,普及率高達85.8%;購買的人搜集商品信息與商家溝通方式,逐漸變化,留檔行為不斷向前移動;購車者主要從網(wǎng)絡渠道獲取想要的信息,而且發(fā)現(xiàn)最重要的是垂直網(wǎng)站。網(wǎng)絡營銷是以線上傳播銷售為向導,依托網(wǎng)絡作為銷售工具,在互聯(lián)網(wǎng)的基礎上,由營銷人員利用專業(yè)的營銷工具,面向廣大網(wǎng)民開展一系列營銷活動(網(wǎng)站線索、400電話線索、微博、微信等互聯(lián)網(wǎng)上收集的線索)。互聯(lián)網(wǎng)獲得的銷售線索,通過電話營銷平臺,實現(xiàn)從虛擬到現(xiàn)實的轉變。數(shù)字化網(wǎng)絡營銷(Data Collection Center)把互聯(lián)網(wǎng)營銷、廠家下發(fā)、戰(zhàn)敗客戶營銷、觸點營銷、保有客戶營銷等收集來的線索從傳統(tǒng)的銷售中分離出來,通過電話營銷平臺跟蹤客戶,最終邀約客戶到店成交的一種非傳統(tǒng)營銷方式。Y自主汽車品牌數(shù)字化網(wǎng)絡營銷模式設計,通過對國外具有代表性數(shù)字化網(wǎng)絡營銷進行分析,總結其優(yōu)缺點,并篩選可供國內(nèi)借鑒、適合我國國情的優(yōu)點,分析Y自主汽車品牌數(shù)字化網(wǎng)絡營銷,并找出創(chuàng)新點及未來趨勢。Y自主汽車品牌SD經(jīng)銷商數(shù)字化網(wǎng)絡營銷方案研究,與之前分析發(fā)展方向相吻合。
[Abstract]:The two key tasks for dealers to increase sales are how to develop more customer resources at low cost and how to maximize customer resources.With the rapid development of Chinese social media and the maturation of the marketing concept of digital marketing, digital network marketing has been born in recent years, and has been paid more and more attention to by more and more manufacturers and dealers.This paper is based on Y independent automobile brand digital network marketing and SD dealers' bold attempt and continuous accumulation of experience in digital network marketing, hoping that more manufacturers will participate in digital network marketing.Establish digital network marketing business process, improve constantly, and share the achievements of digital network marketing model.Consumer behavior has pushed forward the marketing revolution: the base number of Internet users in China has soared, with the number of Internet users exceeding 649 million, the penetration rate reaching 47.9%, the mobile phone netizens breaking through 557 million, the penetration rate reaching 85.8%; the buyers collecting information on commodities and the way businesses communicate.Gradually changing, the retention behavior moves forward; car buyers mainly get the information they want from the network, and find the most important is the vertical website.Network marketing is a series of marketing activities (website clues 400 telephone clues), which are guided by online marketing, relying on the Internet as sales tools, and on the basis of the Internet, by marketers using professional marketing tools to carry out a series of marketing activities for the vast number of Internet users.Weibo, WeChat and other information collected on the Internet.Internet sales clue, through the telephone marketing platform, to achieve the virtual to reality transformation.Digital Network Marketing data Collection Center separates the clues collected from traditional sales such as Internet marketing, factory distribution, defeated customer marketing, contact marketing, retention customer marketing, etc., and tracks customers through the telephone marketing platform.A kind of non-traditional marketing mode. Y independent automobile brand digital network marketing mode design, through the analysis of foreign representative digital network marketing, summarizes its advantages and disadvantages.This paper analyzes the digital network marketing of Y independent automobile brand, and finds out the innovation point and future trend of SD dealer digital network marketing scheme of Y independent automobile brand.It coincides with the development direction of the previous analysis.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.471;F724.6

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