随着经济的不断发展，汽车行业蓬勃兴起，买车、养车日渐成为公众日常话 题，促使市场上出现众多汽车行业附带产业。车友会作为集服务、咨询等于一体 的平台脱颖而出，各式车友会如雨后春笋般在市场中呈现出百花齐放的态势。在 互联网背景下，各个行业都紧密关注网络平台建设，车友会若想更好地发展，利 用网络平台进行营销非常重要，这就需要深入研究网络营销策略，充分利用网络 营销提高其经营品质。 LD车友会经过多年的发展，目前已经发展成为武汉市辖区内具备较强专业 能力及广阔影响力的大型车友会。本文选择LD车友会作为研究案例，有着典型 的参考价值。LD车友会在转型为大型车友会的过程中，拥有忠实稳定的车友客 户群体，在营销方面也取得一定的成效，但随着车友会规模的不断扩大，诸多问 题也随之产生，分别是营销模式效能较低、行业协作尚不完善、法律规范尚未健 全、市场营销手段单一、人才能力有待提高。这些问题的出现，严重制约LD车 友会的未来发展。为此，本文从内、外因两个方面对这些问题进行初步诊断，并 在这些问题诊断的基础上，结合当下的网络营销环境，主要从网络营销的角度进 行提升研究。同时，本文根据STP理论，对LD车友会进行新的市场定位，并从 产品、定价、分销三方面分别提出具体的优化策略。最后，本文根据相关网络营 销理论和4Ps营销策略理论，从品牌形象、网络营销数据分析、售后服务体系、 价格调节机制、培训机制、营销方式、营销手段、网络营销标准等方面为LD车 友会制定保障措施，从而促进LD车友会网络营销策略得以有效实施。 LD车友会网络营销过程中存在的问题，具有重要的现实意义，值得思考。 本文针对LD车友会网络营销所作出的一系列诊断分析，可以为同行提供借鉴和 参考。但是网络营销是一个复杂的工作，针对车友会的网络营销又具有其特殊性， 希望本文对LD车友会发展，乃至整个车友会行业的未来网络营销有所帮助，让 车友会市场更有序地呈现在当代市场中。 关键词：车友会营销；网络营销理论；网络营销策略 II ResearchonLDCarsClub NetworkMarketingStrategy Abstract Withthecontinuousdevelopmentoftheeconomy,theautomotiveindustryis booming,buyingandkeepingacarisbecomingadailytopic,andthispromptedthe markettopresentmanyofthecar'sincidentalindustries,amongthem,thecarsclub standsoutasaplatformintegratingserviceconsultationandintegration,allkindsof carsclubshassprunguplikeamushroominthemarket.InthecontextoftheInternet, Nowadays,variousindustriespaygreatattentiontotheconstructionoftheplatformof thenetwork,ifthecarclubwantstodevelopbetter,itisveryimportanttousethe networkplatformformarketing,thisrequiresanin-depthstudyofonlinemarketing strategies,makefulluseofinternetmarketingtoimproveitsmanagementquality. Aftermanyyearsofdevelopment,LDCarsClubhasdevelopedintoalarge-scale carclubwithstrongprofessionalabilityandbroadinfluenceinWuhan.Undersuch background,choosingLDCarsClubasacasestudyhasatypicalreferencevalue.In theprocessofturningLDCarsClubintoalargeautoclub,ithasaloyalandstable customer.Insomeaspectsofmarketing,ithasalsomadesomeachievements.Butdue tothelackofthenetworkmarketingmodel,thereareproblemsinmanyaspects. Theseproblemsare:theeffectivenessofnetworkmarketingmodelneedstobe improved;industrycollaborationneedsimprovement;thenetworkregulations, industrynormstobesound;themarketingmethodsaresingle;theexclusivetalent needstobestrengthenedimproved.Theemergenceoftheseproblemshasseriously affectedthefuturedevelopmentofLDCarsClub.Therefore,wemadeapreliminary diagnosisoftheseproblemsfrombothinternalandexternalfactors,andonthebasis ofdiagnosisoftheseproblems,Combinethecurrentnetworkmarketingenvironment, mainlyfromtheperspectiveofnetworkmarketingtopromotedevelopment,themain theoriesofnetworkmarketingarediscussedseparately. Atthesametime,accordingtotheSTPtheory,thispaperwillcarryoutanew III marketpositioningforLDCarsClub,andproposespecificoptimizationstrategies fromproducts,pricingandsales.Finally,accordingtotherelevantnetworkmarketing theory,thispaperdevelopssafeguardmeasuresforLDCarsClubfromtheaspectsof brandimage,trainingmechanism,networkmarketingstandard,networkmarketing dataanalysisandafter-salesservicesystem,thuspromotingtheeffective implementationofLDCarsClubnetworkmarketingstrategy.Accordingtosome relatednetworkmarketingtheories,providingsomeSuggestionsfortheonline marketingofLDCarsClub.Fromthebrandimage,networkmarketingdataanalysis, after-salesservicesystem,priceadjustmentmechanism,trainingmechanism, marketingmethods,marketingmethods,networkmarketingstandards,etc.,todevelop safeguardmeasuresforLDCarsClub. TheproblemsexistingintheprocessofthenetworkmarketingofLDCarsClub haveimportantpracticalsignificanceandapplicationvalue,Worthconsidering.Our seriesofdiagnosticanalysisforLDCarsClubnetworkmarketing,whichcanbeused forreferenceandreferenceforpeers.Butthenetworkmarketingisacomplexwork, thenetworkmarketingforthecarassociationhasitsparticularity.Wehopethisarticle toLDCarsClubdevelopment,eventheserviceindustrynetworkmarketingtohelp thecarassociationmarketmoreorderlypresentationinthemarketandconsumers. Keywords:Carsclubmarketing;Networkmarketingmethods;Marketingtheory IV 目录 一、绪论........................................................................................................................1 （一）选题背景及意义........................................................................................1 1.选题背景.....................................................................................................1 2.选题意义.....................................................................................................2 （二）国内外研究综述........................................................................................2 1.国外研究现状.............................................................................................2 2.国内研究现状.............................................................................................3 3.研究述评.....................................................................................................4 （三）研究内容和研究方法................................................................................4 1.研究内容.....................................................................................................4 2.研究方法.....................................................................................................4 （四）研究不足....................................................................................................5 二、网络营销的概念及理论基础................................................................................6 （一）网络营销的概念........................................................................................6 （二）网络营销理论............................................................................................6 1.网络整合营销理论.....................................................................................7 2.网络“软营销”理论.....................................................................................8 3.网络直复营销理论.....................................................................................9 4.网络关系营销理论.....................................................................................9 5.体验式营销理论.......................................................................................10 6.网络口碑营销理论...................................................................................10 7.品牌营销理论...........................................................................................11 （三）4Ps营销组合理论...................................................................................11 （四）STP理论..................................................................................................12 三、LD车友会营销策略现状及存在问题分析.......................................................13 （一）LD车友会概况.......................................................................................13 （二）LD车友会网络营销成效.......................................................................14 （三）LD车友会网络营销存在的问题...........................................................15 1.营销模式效能较低...................................................................................15 2.行业协作尚不完善...................................................................................15 3.