本文選題：新媒體營銷 + 互動營銷�。� 參考：《吉林大學(xué)》2017年碩士論文

【摘要】：互聯(lián)網(wǎng)的發(fā)展?jié)撘颇馗淖冎藗兊纳盍?xí)慣和消費習(xí)慣,日新月異的新媒體更使得信息傳播變得無孔不入,也為營銷和媒體市場帶來一場變革。對于汽車來說,技術(shù)和質(zhì)量固然是產(chǎn)品生存的基石,與時俱進的營銷策略更是其品牌塑造和銷量業(yè)績的保障。2016年12月,新一代A4 allroad強勢登陸,本文結(jié)合新媒體行業(yè)的環(huán)境發(fā)展、互動營銷相關(guān)理論和分析模型,進行了奧迪A4 allroad的市場分析及營銷策略制定,并全面梳理了后期執(zhí)行的創(chuàng)意和傳播效果分析,希望對同行業(yè)的新媒體營銷策略具有一定現(xiàn)實指導(dǎo)意義。本文的核心研究內(nèi)容,基于對于奧迪A4 allroad的市場格局分析,制定出新媒體平臺的互動營銷策略,通過互動營銷創(chuàng)意的策劃,以及媒介傳播資源的規(guī)劃、口碑內(nèi)容的傳播規(guī)劃,制定出科學(xué)、合理、完備的奧迪A4 allroad上市互動營銷策略。并在后續(xù)執(zhí)行中,實時關(guān)注互動營銷效果,統(tǒng)計并優(yōu)化互動傳播執(zhí)行規(guī)劃,達成在互動營銷過程中良好的品牌傳播、潛客銷售線索收集的目標。
[Abstract]:The development of the Internet is changing people's habits of life and consumption. The new media with each passing day makes the information dissemination everywhere, and also brings a change for the marketing and media market. For the automobile, technology and quality are the cornerstone of product survival, and the marketing strategy of keeping pace with the times is the guarantee of its brand shaping and sales performance. In December 2016, the new generation A4 allroad came to the fore, this article combines the environment development of the new media industry. Interactive marketing theory and analysis model, the Audi A4 allroad market analysis and marketing strategy formulation, and a comprehensive review of the later implementation of creativity and communication effect analysis, Hope the new media marketing strategy of the same industry has certain realistic guiding significance. Based on the analysis of Audi A4 allroad's market pattern, this paper formulates the interactive marketing strategy of the new media platform, through the interactive marketing creative planning, as well as the media communication resource planning, the word of mouth content dissemination plan, Develop a scientific, reasonable, complete Audi A 4 allroad listed interactive marketing strategy. And in the follow-up implementation, real-time attention to the interactive marketing effect, statistics and optimization of interactive communication implementation planning, achieve in the interactive marketing process of good brand communication, submersible sales clues collection objectives.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F416.471;F274

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