【摘要】：隨著Web2.0時(shí)代的來(lái)臨,互動(dòng)營(yíng)銷日益成為企業(yè)在營(yíng)銷活動(dòng)中所采用的重要營(yíng)銷工具,受到學(xué)術(shù)界和實(shí)踐界的廣泛重視。Keller更是將其稱為建立強(qiáng)品牌的八項(xiàng)關(guān)鍵措施之一。所謂互動(dòng)營(yíng)銷是指在網(wǎng)絡(luò)營(yíng)銷的過(guò)程中,強(qiáng)調(diào)每一個(gè)與客戶的互動(dòng),并通過(guò)這種交互最大捕獲客戶溝通方式的營(yíng)銷模式。奧迪A8-PA車型是一汽大眾奧迪公司于2014年全新推出的立足于城市高端精英人士的頂級(jí)商務(wù)型轎車。為了推進(jìn)奧迪A8-PA車型在中國(guó)市場(chǎng)營(yíng)銷活動(dòng)的順利開(kāi)展,保證奧迪A8-PA車型創(chuàng)造良好的銷售業(yè)績(jī),在常規(guī)營(yíng)銷活動(dòng)之外,采用互動(dòng)營(yíng)銷的手段,增強(qiáng)奧迪A8-PA車型現(xiàn)有客戶及潛在客戶的參與度,加深其對(duì)品牌的認(rèn)知和忠誠(chéng),解決其在傳統(tǒng)營(yíng)銷過(guò)程中所無(wú)法解決的營(yíng)銷問(wèn)題。本研究以此作為研究選題,運(yùn)用所學(xué)到的互動(dòng)營(yíng)銷管理理論,結(jié)合自身在互動(dòng)營(yíng)銷領(lǐng)域工作的實(shí)踐積累,對(duì)一汽大眾奧迪A8-PA產(chǎn)品進(jìn)行了派式分析、五力分析以及SWOT分析,經(jīng)過(guò)分析,找到了奧迪A8-PA產(chǎn)品的本土化發(fā)展優(yōu)勢(shì)、具有較高的品牌號(hào)召力、較高的科技含量等產(chǎn)品優(yōu)勢(shì),同時(shí)明確了自身的競(jìng)爭(zhēng)對(duì)手——寶馬7系和奔馳S級(jí)。并充分比較行業(yè)競(jìng)爭(zhēng)中各種力量對(duì)一汽大眾奧迪A8-PA互動(dòng)營(yíng)銷活動(dòng)的開(kāi)展所帶來(lái)的各種競(jìng)爭(zhēng)問(wèn)題。通過(guò)優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅的梳理,明確自身在營(yíng)銷過(guò)程中所應(yīng)達(dá)到的目標(biāo)�；趯�(duì)奧迪A8-PA轎車的分析,本文首先提出了相對(duì)應(yīng)的STP戰(zhàn)略,明確一汽大眾奧迪A8-PA產(chǎn)品的市場(chǎng)細(xì)分,目標(biāo)市場(chǎng)選擇,以及市場(chǎng)定位,即“尊貴性與舒適性相結(jié)合”的高檔豪華車市場(chǎng)。并圍繞市場(chǎng)定位,運(yùn)用營(yíng)銷4S分析理論提出相對(duì)應(yīng)的互動(dòng)營(yíng)銷策略,即在銷售過(guò)程中提供全過(guò)程的客戶滿意度策略;在客戶服務(wù)過(guò)程中,提供以客戶為中心的親情化服務(wù)策略;在日常維護(hù)中,為客戶提供及時(shí)精準(zhǔn)的客戶服務(wù)快速反應(yīng)策略;最后在全程中為客戶提供細(xì)致入微的客戶誠(chéng)意服務(wù)策略。為了保證如上策略能夠順利的實(shí)施,特別提出對(duì)應(yīng)的保障措施,即建立專業(yè)化的互動(dòng)營(yíng)銷團(tuán)隊(duì),全流程的激勵(lì)和績(jī)效考核機(jī)制以及對(duì)于互動(dòng)營(yíng)銷平臺(tái)的搭建等等。本研究來(lái)源于自身工作時(shí)間,對(duì)一汽大眾奧迪A8-PA產(chǎn)品的互動(dòng)營(yíng)銷活動(dòng)的開(kāi)展具有非常重要的意義,也對(duì)其他類似產(chǎn)品的互動(dòng)營(yíng)銷活動(dòng)推廣具有一定的借鑒作用。
[Abstract]:With the coming of Web2.0 era, interactive marketing has increasingly become an important marketing tool used by enterprises in marketing activities. It has received extensive attention from academic and practical circles. Keller calls it one of the eight key measures to establish strong brand. The so-called interactive marketing refers to the marketing mode that emphasizes the interaction between each and every customer in the process of network marketing and captures the customer communication mode through this kind of interaction. The Audi A8-PA is a top business car that FAW Volkswagen launched in 2014, based on the city's high-end elite. In order to promote the smooth development of the Audi A8-PA model in the Chinese market and ensure the Audi A8-PA model to create good sales performance, in addition to the conventional marketing activities, interactive marketing means are used. To enhance the participation of existing and potential customers of Audi A8-PA model, deepen its brand awareness and loyalty, and solve the marketing problems that cannot be solved in the traditional marketing process. This research takes this as the research topic, uses the interactive marketing management theory which has learned, unifies own in the interactive marketing domain practice accumulation, has carried on the dispatch type analysis, the five forces analysis and the SWOT analysis to FAW Volkswagen Audi A8-PA product, Through analysis, the author finds out the localization development advantage of Audi A8-PA products, has higher brand appeal, higher scientific and technological content and other product advantages, and at the same time makes clear its competitors BMW 7-Series and Mercedes-Benz S-class. And fully compare the various competition problems brought by various forces to FAW Volkswagen Audi A8-PA interactive marketing activities. By combing strengths, weaknesses, opportunities and threats, define your goals in the marketing process. Based on the analysis of Audi A8-PA sedan, this paper first puts forward the corresponding STP strategy to clarify the market segmentation, target market selection and market positioning of FAW Volkswagen Audi A8-PA products. Namely, "honor and comfort combined" luxury car market. And around the market positioning, using the marketing 4S analysis theory to put forward the corresponding interactive marketing strategy, that is, to provide the whole process of customer satisfaction strategy in the sales process, in the process of customer service, to provide customer-centered kinship service strategy; In daily maintenance, to provide customers with timely and accurate customer service rapid response strategy; finally in the entire process to provide detailed customer service strategy. In order to ensure the smooth implementation of the above strategy, this paper puts forward the corresponding safeguard measures, that is, the establishment of professional interactive marketing team, the whole process of incentive and performance appraisal mechanism, and the construction of interactive marketing platform, and so on. This research comes from its own working hours, which is of great significance to FAW Volkswagen's interactive marketing activities of Audi A8-PA products, and also has certain reference function to other similar products' interactive marketing activities.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.471

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