發(fā)布時(shí)間：2018-01-06 13:35

  本文關(guān)鍵詞：一汽—大眾奧迪品牌電商營銷策略研究　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 品牌營銷 大數(shù)據(jù)分析 一汽-大眾奧迪 汽車電商

【摘要】：近些年來,國內(nèi)汽車銷量及汽車日用品的消費(fèi)成逐年增長之勢。我國早已發(fā)展為世界范圍內(nèi)首屈一指的汽車消費(fèi)大國。越來越多的國際汽車品牌進(jìn)駐中國市場,且新興的互聯(lián)網(wǎng)造車企業(yè)不斷涌現(xiàn),汽車行業(yè)的消費(fèi)者爭奪已趨于白熱化。傳統(tǒng)的汽車經(jīng)銷商銷售模式發(fā)展至瓶頸階段,汽車的銷售渠道亟待出現(xiàn)變革。實(shí)施電商營銷,發(fā)展自身電商營銷品牌是國內(nèi)眾多汽車企業(yè)生存和發(fā)展的方向和突破點(diǎn)。本文以一汽-大眾奧迪品牌的汽車電商營銷為研究對象,對汽車營銷管理進(jìn)行分析和研究,結(jié)合當(dāng)前國內(nèi)外飛速發(fā)展的汽車電商環(huán)境,以及奧迪品牌開展電商營銷的現(xiàn)狀,指出隨著國內(nèi)奧迪品牌發(fā)展改革的不斷深化,以及奧迪品牌產(chǎn)品和服務(wù)的迅速變革,使得奧迪經(jīng)銷商銷售同質(zhì)化競爭愈演愈烈。關(guān)于奧迪品牌將如何對現(xiàn)有銷售模式進(jìn)行優(yōu)化及發(fā)展,本文從分析當(dāng)前奧迪品牌的品牌定位及目標(biāo)消費(fèi)人群入手,尋找顧客流失的本質(zhì)原因,探討以用戶體驗(yàn)為導(dǎo)向的電商業(yè)務(wù)流程,力圖增強(qiáng)在汽車市場的品牌競爭優(yōu)勢,提供全新購車渠道,建立線上全觸點(diǎn)生態(tài)鏈及數(shù)字化零售體系,使奧迪品牌的營銷模式變得開闊,無論是從品牌建設(shè)上,還是從銷量上,能有更大的發(fā)展空間。研究結(jié)果表明:汽車電商的發(fā)展,帶給了用戶更加直觀的產(chǎn)品體驗(yàn),換而言之,能夠幫助用戶從認(rèn)知階段開始逐步深入了解一款產(chǎn)品。有了好的體驗(yàn),才會增強(qiáng)用戶的黏性,同時(shí)也會拉開同其它銷售模式的差距。汽車電商的優(yōu)勢在于可以幫助用戶選車、看車,最終可以進(jìn)入自有及第三方平臺下單訂購并線下提車。所以,可以理解成汽車電商的核心任務(wù)是打造一個(gè)看車、購車的商業(yè)化汽車電商平臺。而通過這種創(chuàng)新的營銷模式,奧迪可以得到更加持續(xù)的品牌曝光,穩(wěn)步提高銷售線索量,實(shí)現(xiàn)從線上到線下多場景、全覆蓋的,從認(rèn)知到轉(zhuǎn)化的效率提升。隨著互聯(lián)網(wǎng)和移動互聯(lián)網(wǎng)技術(shù)的快速發(fā)展,各大汽車品牌的主機(jī)廠和經(jīng)銷商在各個(gè)線上媒體的推廣、銷售變得非常豐富。全新的溝通模式可以全方位、多維度地進(jìn)行產(chǎn)品曝光、延長受眾接受廣告的時(shí)間。汽車電商平臺作為新的渠道,可以吸引更多的潛在客戶及保有客戶,并且可以利用大數(shù)據(jù)分析對平臺存儲的海量用戶數(shù)據(jù)進(jìn)行洞察,對其行為進(jìn)行判斷,更準(zhǔn)確地搜集和觸達(dá)高質(zhì)量客戶,提升銷售轉(zhuǎn)化效率。由此可見:本文為一汽-大眾奧迪電商營銷策略提出建設(shè)性意見,為構(gòu)建一汽-大眾奧迪的電商營銷平臺出謀劃策,從保證產(chǎn)品價(jià)格可信性的角度,培養(yǎng)人們線上購車習(xí)慣,鼓勵潛在消費(fèi)者跨入電商平臺購車。
[Abstract]:In recent years, the domestic automobile sales volume and the automobile commodity consumption has been increasing year by year. China has already developed into the world's leading automobile consumption country. More and more international automobile brands have entered the Chinese market. And the emerging Internet auto manufacturing enterprises are emerging, the automotive industry consumer competition has become more and more intense. The traditional car dealer sales model has developed to the bottleneck stage. The sales channel of automobile needs to be changed urgently. The development of its own e-commerce marketing brand is the direction and breakthrough point for the survival and development of many domestic automobile enterprises. This paper takes FAW-VW Audi brand of automotive e-commerce marketing as the research object. With the analysis and research of automobile marketing management, combined with the rapid development of domestic and foreign automotive e-commerce environment, as well as the current situation of Audi brand to carry out e-commerce marketing, it is pointed out that with the deepening of domestic Audi brand development reform. As well as the rapid change of Audi brand products and services, Audi dealers sales homogenization competition intensified. Audi brand will how to optimize and develop the existing sales model. This paper analyzes the current Audi brand positioning and target consumers to find out the essential reasons of customer loss and to explore the user experience oriented e-commerce business process. Try to strengthen the brand competitive advantage in the automobile market, provide a brand new vehicle purchase channels, establish the online full contact ecological chain and digital retail system, so that the Audi brand marketing model has become open, whether from the brand construction. The research results show that the development of automotive e-commerce brings users a more intuitive product experience, in other words. Can help the user from the cognitive stage gradually in-depth understanding of a product. With a good experience, will enhance the user's stickiness. At the same time, it will open the gap with other sales models. The advantages of car e-commerce is that it can help users choose cars, look at cars, and eventually enter the own and third party platforms to order and take cars offline. It can be understood as the core task of automotive e-commerce is to create a commercial vehicle e-commerce platform to look at cars and buy cars. And through this innovative marketing model, Audi can get more sustained brand exposure. Steady increase in sales clues to achieve online to offline multi-scene, full coverage, from recognition to transformation efficiency. With the rapid development of the Internet and mobile Internet technology. The main engine factory and the dealer of each major automobile brand in each line media promotion, the sale becomes very rich. The brand-new communication pattern can carry on the product exposure in all directions, many dimensions. As a new channel, automotive e-commerce platform can attract more potential customers and retain customers, and can use big data analysis to analyze the massive user data stored on the platform for insight. Judge its behavior, more accurately collect and reach high quality customers, improve the efficiency of sales transformation. Thus: this paper for FAW-Volkswagen e-commerce marketing strategy to put forward constructive advice. In order to construct FAW-VW Audi's e-commerce marketing platform, we should train people's habit of buying cars online and encourage potential consumers to step into e-commerce platform to buy cars from the angle of ensuring the credibility of product price.
【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】：F426.471;F724.6;F274

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