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MBA毕业论文_020年新冠疫情期间BT公司云购车营销体系研究PDF

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2020年初,国内爆发新冠疫情,对经济造成巨大影响。近几年的汽车市场 处于相对低迷的阶段,行业竞争激烈;国内线上购物发展迅速,消费者已经习 惯网络购物,在网上购车是大势所趋。通过运用PEST模型分析疫情期间国内的 汽车行业环境,车企必须改变销售模式,诸多车企已经采取新的营销策略,由 线下销售转向线上销售。BT公司是老牌国企下属自主汽车品牌,存在诸多营销 困境,利用4P理论分析其营销问题、利用SWOT理论分析疫情期间的企业特 征,公司需要建立一套“云购车”营销体系,既符合自身特点,又能应对外部 的环境。 线上销售从上世纪末互联网普及以来就得到了学者关注,相关理论丰富。 结合线上销售理论与中国互联网消费的实际情况、BT公司的产品及用户定位, 用5A框架,可构建出云购车营销体系的几大板块。认知即云知,让消费者认识 品牌和车型,根据不同场景选择媒介;诉求即云选,围绕用户需求,在线传 播,帮助用户在家轻松选车;询问即云看和云试,云看是新车型云上市及在线 直播、全景看车,云试是互动试驾体验和联合移动出行平台在线试乘;行动即 云订和云购,云订是线上促销专题、直播优惠订车,云购是线上签署合同、无 接触交车服务;倡导即云用,包括用车云课堂与在线用车服务。 要有效完整地落实云购车营销体系,公司必须建立以用户为中心的营销理 念,改变组织架构,加强人员培训,为云购车营销体系提供保障。另一大保障 是搭建自有电商平台,短期内在官网实现看车、试驾、买车、售后一站式体 验,未来上线的微信端主要实现销售渠道赋能,手机端主要是车主俱乐部,实 现衣食住行全方位服务。 2020年3月疫情初步缓解,BT公司试实施了云购车的部分内容。新车型 BT7P举行云上市发布会,预售期进行直播说车、造车直播、优惠预售等活动; 上市日全天直播接龙,邀请明星举办云端脱口秀大会;传播期在多类媒体制造 传播话题,投放文章、举行线上公关活动等。云上市形式新颖,影响力显著。 II 同时,依照4C理论,实施了直播卖车的落地,在新媒体视频平台经营官方账 号,下发经销商直播运营指南和直播指导手册,直播场次1万+,获得大量粉丝 和有效线索。 云购车营销体系结合消费者体验的5A理论及中国汽车消费者的购车路径, 覆盖了用户从了解车型到选购汽车、享受售后服务的整个过程,迎合了疫情期 间消费者的购车需求,也适用于未来的消费趋势。随着云购车的全方位落地实 施,BT公司可以平稳跨过销售低谷;同时,这一体系也为整个汽车行业的营销 方式提供了一套参考方案。 关键词:新冠疫情 线上营销 汽车营销 BT公司 III Abstract At the beginning of 2020, COVID-19 broke out, which had a huge impact on the economy. In recent years, the automobile market is in a relatively low stage and the competition is rather fierce. In the same time, with the rapid development of online shopping in China, consumers have become accustomed to shopping online . Using PEST to analyze the domestic automobile market during the epidemic, we find that automobile enterprises must change their sales mode from offline sales to online sales. As an independent automobile brand, BT company is faced with many difficulties. By analyzing its marketing problems with 4P theory and its current situation with SWOT theory, BT company should establish an online marketing system of "Cloud Car Purchase", which not only conforms to its own characteristics, but also deals with the external environment. Since the popularization of the Internet at the end of last century, there are abundant studies on online sales. Combining online sales theory with the environment of China and BT's situation, we use the 5A framework to construct an online marketing system. Aware, "Cloud Knowing", enables consumers to know the brand. Appeal, "Cloud Choosing", help users choose a car at home easily. Ask refers to "Cloud View" and "Cloud Trying", including the launch of new models, online live broadcast and VR viewing; and also test the cars online. Act, "Cloud Ordering" and "Cloud purchasing", including ordering online in live broadcast, online contract signing and contactless car delivery service. Advocate, "Cloud Using", refers to online car service. To completely implement the online marketing system, BT company must establish the marketing idea that centered to the user, and also change the organizational structure and strengthen personnel training. Another major guarantee is to build an own e-commerce platform. In the near future, the official website will be revised to be a part of own e-commerce platform, to achieve one-stop experience of car purchasing; the following is the WeChat program, which serves as the main sales IV channel, and the app as fans club, to offer life service. In March 2020, BT company tried to implement part of the online marketing system. BT7P was launched online, with the all-day live broadcasting and a talking show conference. It is a novel form of car launching and had a significant impact. At the same time, we operated live broadcast selling according to the 4C theory, obtaining a large number of fans and effective clues. The online marketing system combined 5A theory with Chinese consumers' situation, and covers the whole process from knowing about the brand to buying a car and enjoying after-sales service. It catering to the needs of consumers during the epidemic period, and also applicable to the future. With the implementation of this system, BT company will manage to get over the sales slump, and this system also provides a reference to the automobile marketing in the future. Key words: COVID-19 times, online marketing, automobile sales, BT company V 目录 摘要 ................................................................................................................................................... I Abstract ............................................................................................................................................ III 目录 ................................................................................................................................................. V 第1章 绪论 ................................................................................................................................... 1 1.1 研究背景 ......................................................................................................................... 1 1.2 研究意义 ......................................................................................................................... 1 1.3 主要方法 ......................................................................................................................... 2 1.4 研究内容 ......................................................................................................................... 2 第2章 理论基础及文献综述 ....................................................................................................... 4 2.1 市场营销基础理论 ......................................................................................................... 4 2.2 电子商务和互联网营销理论 ......................................................................................... 7 2.3 汽车网络营销现状 ......................................................................................................... 8 第3章 疫情期间行业环境与BT公司的营销问题 ............................................................... 11 3.1 中国汽车行业环境PEST分析 ................................................................................... 11 3.2 各车企营销措施分析 ................................................................................................. 13 3.3 BT公司营销现状及问题分析 .................................................................................... 18 3.4 疫情期间BT公司的SWOT分析与云购车营销的必要性 ......................................... 27 第4章 基于5A模型的BT公司云购车营销体系设计 ......................................................... 32 4.1 5A模型与云购车营销体系的设计原则 .................................................................... 32 4.2 “认知”层面设计 ..................................................................................................... 37 4.3 “诉求”层面设计 ..................................................................................................... 39 4.4 “询问”层面设计 .....................