本文選題：汽車行業(yè) + 社交網(wǎng)絡�。� 參考：《首都經(jīng)濟貿易大學》2017年碩士論文

【摘要】：二十一世紀以來,網(wǎng)絡化數(shù)字化已逐漸成為互聯(lián)網(wǎng)時代下的標志性符號,并且無時無刻不在影響著人們的工作和生活。在營銷領域,傳統(tǒng)的營銷活動也隨著日新月異的互聯(lián)網(wǎng)技術隨之發(fā)生了很大程度上的改變,轉戰(zhàn)網(wǎng)絡營銷,成為了越來越多企業(yè)開展營銷活動的重要手段之一。以汽車營銷來說,處于互聯(lián)網(wǎng)時代下的媒體環(huán)境已經(jīng)發(fā)生了革命性的改變。擁有大信息量、互動強,搜索快捷、低成本等特點的互聯(lián)網(wǎng)可以把文字、圖片、聲音和視頻結合起來,并因此也可以更好地全面展示復雜且專業(yè)的汽車產(chǎn)品。此外,基于社交網(wǎng)絡的發(fā)展,也改變消費者的行為和消費者購買行為,許多消費者在4S店在買車之前,就已經(jīng)通過大量的網(wǎng)絡搜索,詳細對所購品牌的汽車的相關信息和消費者評價進行了比較和研究,從而決定是否購買。與此同時,消費者購買后,也會在社區(qū)、微博、微信公眾號、個人朋友圈以及其他網(wǎng)絡平臺,分享他們的這次購買經(jīng)驗,而這些所為也對潛在的用戶將產(chǎn)生很大的影響。因此,基于社交網(wǎng)絡的互聯(lián)網(wǎng)營銷已然成為汽車營銷的新陣地。在這個背景下,本論文在研究了大量文獻資料基礎上,又運用系統(tǒng)研究、文獻綜述、比較研究等方法對長江實業(yè)4S店,提出了汽車業(yè)基于社交網(wǎng)絡的互聯(lián)網(wǎng)網(wǎng)絡營銷策略,以期為中國汽車企業(yè)等在解決營銷的網(wǎng)絡實戰(zhàn)問題上提供參考。事實上,基于社交網(wǎng)絡的汽車網(wǎng)絡營銷還是一個需要不斷研究的課題,仍然需要汽車企業(yè)和相關的從業(yè)人員在實踐中探索、思考、總結。
[Abstract]:Since twenty-first Century, the network digitalization has gradually become the symbol symbol under the Internet era, and it has been affecting people's work and life all the time. In the marketing field, the traditional marketing activities have also changed with the changing Internet technology. As one of the most important means of marketing, the media environment in the age of the Internet has revolutionized the media environment in the automotive marketing. The Internet, with the features of large amount of information, strong interaction, fast search and low cost, can combine text, pictures, sound and video, and it can also be better. In addition, based on the development of the social network, the development of social network also changes consumer behavior and consumer buying behavior. Many consumers have passed a large number of network searches before buying a car in the 4S store, and compared and studied the related information and consumer evaluation of the cars purchased. At the same time, consumers will also share their purchase experience in the community, micro-blog, WeChat public, personal friends, and other network platforms, which will also have a great impact on potential users. Therefore, social networking based Internet marketing has already become a car marketing. In this context, on this background, on the basis of a large number of documents, this paper also uses systematic research, literature review, comparative research and other methods for the 4S store in the Changjiang industry, and puts forward the Internet marketing strategy of automobile industry based on social network, with a view to raising the problem of network actual combat for Chinese car and car enterprises in solving marketing. For reference. In fact, the marketing of automotive network based on social networks is still a subject that needs to be studied. It still needs to be explored, thought and summarized by automobile enterprises and related practitioners in practice.

【學位授予單位】：首都經(jīng)濟貿易大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.471;F724.6

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本文編號：1890099