本文選題：網(wǎng)絡(luò)社區(qū)營(yíng)銷模式　切入點(diǎn)：汽車營(yíng)銷集團(tuán)　出處：《湖北工業(yè)大學(xué)》2017年碩士論文

【摘要】：網(wǎng)絡(luò)社區(qū)具有匿名性和互動(dòng)性的交流特點(diǎn),可以滿足個(gè)性化的思想表達(dá),不受時(shí)間和空間限制,因而吸引著數(shù)以億計(jì)的網(wǎng)民,他們構(gòu)成具有相當(dāng)規(guī)模購(gòu)買力的消費(fèi)群體;網(wǎng)絡(luò)社區(qū)擁有社區(qū)成員的大量數(shù)據(jù)和信息,包括成員注冊(cè)的私人信息和社區(qū)中的公開交流信息,透過這些數(shù)據(jù)和信息分析,有助于準(zhǔn)確了解社區(qū)成員的消費(fèi)心理、行為和價(jià)值取向,識(shí)別消費(fèi)者的需求;網(wǎng)絡(luò)社區(qū)是一個(gè)社會(huì)和商業(yè)信息的傳播平臺(tái),成員可以來自世界各地,一個(gè)信息幾乎可以無成本同時(shí)傳遍觸及世界每個(gè)角落,大大減少了信息的搜索成本,這些都意味著網(wǎng)絡(luò)社區(qū)擁有巨大的潛在價(jià)值;網(wǎng)絡(luò)社區(qū)是一個(gè)很好的商業(yè)平臺(tái),服務(wù)商家可以在這樣的平臺(tái)上售賣自己的優(yōu)質(zhì)服務(wù)和產(chǎn)品。網(wǎng)絡(luò)社區(qū)營(yíng)銷模式是近些年才被部分學(xué)者提出來,并且在小米營(yíng)銷模式中得到很成功的應(yīng)用。作為汽車營(yíng)銷集團(tuán)的利潤(rùn)隨著各種因素的影響,變得越來越低,甚至已經(jīng)達(dá)到了難以為繼的邊緣,創(chuàng)新營(yíng)銷模式、轉(zhuǎn)變營(yíng)銷策略來改變現(xiàn)狀已迫在眉睫。本文借鑒小米網(wǎng)絡(luò)社區(qū)營(yíng)銷模式的經(jīng)驗(yàn),擬建汽車網(wǎng)絡(luò)社區(qū)營(yíng)銷模式,運(yùn)用SWOT分析方法分析對(duì)比兩者的共性(用戶群體都比較大)和差別(汽車網(wǎng)絡(luò)社區(qū)營(yíng)銷模式相關(guān)的產(chǎn)業(yè)鏈比手機(jī)的產(chǎn)業(yè)鏈復(fù)雜)等,在充分研究小米社區(qū)營(yíng)銷模式利弊的基礎(chǔ)上,綜合性提出在建設(shè)汽車網(wǎng)絡(luò)社區(qū)營(yíng)銷模式的過程中應(yīng)重點(diǎn)注意的事項(xiàng),以期提升汽車網(wǎng)絡(luò)社區(qū)營(yíng)銷模式的效用性和價(jià)值性,也為今后相關(guān)的研究提供理論參考。
[Abstract]:The network community has the characteristics of anonymity and interactive communication, it can satisfy the individualized thought expression, and it is not limited by time and space, so it attracts hundreds of millions of Internet users, and they form a consumer group with considerable purchasing power.The online community has a wealth of data and information about community members, including private information registered by members and public exchange of information in the community, through which analysis of such data and information contributes to an accurate understanding of the consumer psychology of community members,Behavior and value orientation, identifying consumer needs; online communities are a platform for social and commercial information dissemination, members can come from all over the world, and information can reach almost every corner of the world at no cost.It greatly reduces the searching cost of information, which means that the network community has great potential value. The network community is a good business platform on which service providers can sell their own high-quality services and products.Network community marketing model has been put forward by some scholars in recent years and has been applied successfully in Xiaomi marketing model.With the influence of various factors, the profit of the automobile marketing group has become lower and lower, even reached the edge of unsustainable. It is urgent to innovate the marketing mode and change the marketing strategy to change the present situation.This article draws lessons from Xiaomi network community marketing model experience, proposes to build the automobile network community marketing pattern,SWOT analysis method is used to analyze and compare the commonness (the user group is large) and the difference (the industry chain related to the automobile network community marketing model is more complex than the mobile phone industry chain), and so on.On the basis of fully studying the advantages and disadvantages of Xiaomi's community marketing model, this paper comprehensively puts forward the items that should be paid attention to in the process of constructing automobile network community marketing model, in order to enhance the utility and value of automobile network community marketing mode.It also provides the theoretical reference for the related research in the future.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.471;F274;F724.6

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本文編號(hào)：1713790