本文關(guān)鍵詞：北京現(xiàn)代汽車ix35數(shù)字營(yíng)銷方案研究　出處：《河北工業(yè)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 數(shù)字營(yíng)銷 汽車 STP 4R ix35

【摘要】：隨著互聯(lián)網(wǎng)和手機(jī)的普及與發(fā)展，它們已經(jīng)成為消費(fèi)者獲取信息的重要渠道，同時(shí)也是汽車企業(yè)重要的營(yíng)銷渠道。競(jìng)爭(zhēng)激烈的中國(guó)汽車市場(chǎng)，由于汽車企業(yè)在技術(shù)上與產(chǎn)品上的差距正在不斷縮小，價(jià)格戰(zhàn)愈演愈烈，競(jìng)爭(zhēng)同質(zhì)化導(dǎo)致了汽車營(yíng)銷成本大幅上升。汽車企業(yè)紛紛將注意力向投入產(chǎn)出比較高的數(shù)字營(yíng)銷上轉(zhuǎn)移。 本文意在通過SUV市場(chǎng)環(huán)境分析和同級(jí)別競(jìng)爭(zhēng)車型的研究，利用STP理論進(jìn)行市場(chǎng)細(xì)分、確定目標(biāo)市場(chǎng)、明確產(chǎn)品的市場(chǎng)定位；基于4R理論，以顧客讓渡價(jià)值為原則，，在ix35數(shù)字營(yíng)銷方案設(shè)計(jì)中，超越傳統(tǒng)數(shù)字化營(yíng)銷所局限的宣傳推廣的作用，以期在銷售方面助推ix35銷售任務(wù)的實(shí)現(xiàn)，尋求探索汽車行業(yè)如何有效的運(yùn)用數(shù)字營(yíng)銷策略、實(shí)施渠道。 首先介紹了國(guó)內(nèi)汽車市場(chǎng)環(huán)境，2012年汽車產(chǎn)銷兩旺，作為兼具城市代步和鄉(xiāng)村越野等功能的車型，SUV在市場(chǎng)上的關(guān)注度持續(xù)上揚(yáng)。而互聯(lián)網(wǎng)與手機(jī)的普及與發(fā)展，消費(fèi)者行為模式發(fā)生變化，影響數(shù)字營(yíng)銷傳播方式的變化，新的媒體陣營(yíng)形成。提出數(shù)字營(yíng)銷在汽車行業(yè)的作用與發(fā)展趨勢(shì)，為論文核心部分做鋪墊。 本文核心部分是進(jìn)行北京現(xiàn)代SUV車系ix35的數(shù)字營(yíng)銷方案設(shè)計(jì)。ix35已經(jīng)成為北京現(xiàn)代SUV車系的中堅(jiān)力量，肩負(fù)銷售重?fù)?dān)。通過前期的市場(chǎng)調(diào)研報(bào)告，了解SUV市場(chǎng)環(huán)境、目標(biāo)群體特征、預(yù)設(shè)競(jìng)爭(zhēng)對(duì)手。利用STP戰(zhàn)略規(guī)劃工具，明確目標(biāo)市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇、目標(biāo)市場(chǎng)定位。在新的AISAS整合營(yíng)銷模式下，明確ix35數(shù)字營(yíng)銷的4R策略，并基于營(yíng)銷目標(biāo)，制定完善的數(shù)字營(yíng)銷解決方案，在提升品牌影響力的同時(shí)，助推ix35銷售任務(wù)的實(shí)現(xiàn)。 最后提出ix35數(shù)字營(yíng)銷方案控制與評(píng)估指標(biāo)。
[Abstract]:With the development and popularization of the Internet and mobile phone, which has become an important channel for consumers to obtain information, but also the important automobile enterprise marketing channels. The fierce competition in the car market Chinese, due to automobile enterprises in the technology and products of the gap is shrinking, the price war intensified, the homogenization of competition has led to a sharp rise in the cost of automobile marketing. Automobile enterprises will shift attention to the input and output of digital marketing is relatively high.
This paper aims to study the SUV analysis of the market environment and the same level of competitive models, market segmentation based on the STP theory, target market, market positioning clear product; based on the 4R theory, based on customer delivered value principle in the design of ix35 digital marketing solutions, beyond the traditional digital marketing limited the role of publicity and promotion, implementation in order to boost sales ix35 sales tasks, exploring the automotive industry how to effectively use digital marketing strategy, the implementation of the channel.
First introduces the domestic automobile market environment, the 2012 car sales booming, as both city walking and cross-country function models, SUV in the market's attention and continued to rise. The popularization and development of Internet and mobile phone, consumer behavior changes, changes in digital marketing communication mode, new media cAMP formation. Put forward and development in the automotive industry the trend of digital marketing, in order to pave the way for the core part of the thesis.
This is the core part of Beijing Hyundai SUV car digital marketing program design of ix35.Ix35 has become the backbone of Beijing Hyundai SUV car sales, shouldering the burden. Through market research report earlier, understand the SUV market environment, characteristics of target group, preset competitors. Using STP strategic planning tool, target market segmentation, target the target market selection, market positioning. In AISAS integrated marketing new model, clear ix35 digital marketing strategy of 4R, and based on the marketing objectives, develop digital marketing solutions, to enhance the brand influence and achieve sales boost ix35 tasks.
Finally, we put forward the control and evaluation index of ix35 digital marketing program.

【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.471

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本文編號(hào)：1355804