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FT汽车网络营销策略研究_MBA硕士毕业论文DOC

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文本描述
摘要
近年来,我国已经逐渐转变为全球最大的汽车市场,国内外汽车企业取得了
快速的发展。然而,随着互联网的发展,汽车企业所采取的以4S店为基础的传统
营销策略受到了严峻的挑战。随着我国经济结构的转型,汽车企业所面临的竞争
压力越来越大,汽车行业竞争的日益加剧,我国汽车行业应积极根据市场的变化,
借助于网络营销平台,积极开展创新营销方式。为了进一步提升市场竞争力,提
升企业的市场营销能力和盈利能力,就需要积极探索构建网络营销策略。FT汽车
作为国内汽车市场中的主流合资车企之一,需要与互联网相结合,通过网络营销
策略的制定和实施,不断地提高汽车产品的市场规模化和市场份额,增强FT汽车
网络营销策略的能力和市场营销效果。
本文以FT汽车为研究对象,对FT汽车网络营销策略进行了分析和研究。本
文在分析和研究中以4P理论为基础,构建了针对FT汽车网络营销的分析理论框
架。以PEST分析工具和波特五力模型工具对FT汽车网络营销的宏观环境和行业
环境进行了分析。在此基础上对FT汽车网络营销的现状进行了分析,最后提出了
FT汽车网络营销的策略。
通过本文的分析和研究,主要得出以下结论:首先,网络营销能够突破时间
和空间的限制,及时与消费者之间开展互动,借助于大数据技术能够采取精准性
的网络营销。近年来我国汽车行业的竞争日趋激烈,汽车企业在网络营销的措施
层出不穷,尤其是在2020年受疫情的影响下,我国汽车市场的竞争压力日益增大。
同时近年来我国汽车企业在网络营销中纷纷投入大量的资源,特斯拉、蔚来等新
能源汽车为代表的造车新势力在营销策略中,借助于网络营销精准的实现对消费
者需求的分析,进而制定精准的网络营销策略,使得这些汽车企业的市场份额不
断增加。而FT汽车作为传统车企,需要积极转变思维,树立网络营销的思维,通
过网络营销来突破传统营销渠道的限制,提升FT汽车的营销效果。
其次,对于FT汽车来讲,在产品更新方面相对较为缓慢,未根据网络用户的
需求提供针对性的主打产品;在网络营销定价方面缺乏灵活性,无法有效降低消
费者的购买成本;其在市场营销中不够重视网络营销,网络营销渠道不健全,无
法为消费者提供便利性,在平台建设及网络广告的投放方面存在不足,落后于其
他的车企。
最后,FT汽车在网络营销方面应该采取以下措施:FT汽车需要以消费者的需
求为出发点,积极进行汽车产品的创新研发,针对目标市场消费者的需求,加快
产品更新换代的速度,开发新能源汽车产品,满足消费者的需求;FT汽车需要及
时对市场进行分析,根据市场的情况及时调整汽车产品的价格,降低消费者的购
买成本;在营销渠道的建设上,积极进行营销渠道的整合和拓展,进一步提高消费
I

者的体验度和满意度,为消费者提供更便捷的渠道;在营销活动上,加强与消费
者之间的互动,加大网络营销资源的投入,借助云平台提高营销的精准性,积极
构建相应的保障措施和保障机制。
关键词:FT汽车;互联网;汽车营销;网络营销策略
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Abstract
In recent years, China has gradually transformed into the world's largest
automobile market, and domestic and foreign automobile enterprises have achieved
rapid development.However, with the development of the Internet, the traditional 4S
store-based marketing strategies adopted by automobile companies have been severely
challenged.With the transformation of China's economic structure, automobile
enterprises are facing more and more competitive pressure, and the competition in the
automobile industry is intensifying. China's automobile industry should actively carry
out the market changes, with the network marketing platform, and actively carry out
innovative marketing methods.In order to further enhance the market competitiveness
and improve the marketing ability and profitability of enterprises, it is necessary to
actively explore the construction of network marketing strategies.As one of the
mainstream joint venture car enterprises in the domestic automobile market, FT
automobile needs to be combined with the Internet, through the formulation and
implementation of network marketing strategy, constantly improve the market scale and
market share of automobile products, and enhance the ability and marketing effect of
FT automobile network marketing strategy.
This paper analyzes FT automobile and studied FT automobile network marketing
strategy.This paper builds an analytical theoretical framework for FT automobile
network marketing based on analysis and research.The macro environment and industry
environment of FT automobile network marketing are analyzed with the PEST analysis
tool and the Porter five-force model tool.On this basis, the current situation of FT
automobile network marketing is analyzed, and finally the strategy of FT automobile
network marketing is put forward.
Through the analysis and research of this article, the main conclusion: first, in
recent years, the competition in China's automobile industry is increasingly fierce,
automobile enterprises in network marketing measures emerge, network marketing can
break through the limit of time and space, timely interaction and development between
consumers, with the help of big data technology can take precision marketing.Especially
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