数字营销在汽车品牌经销商业务运营中的应用研究

发布时间：2018-08-08 20:52

【摘要】：随着数字时代的到来,尤其是电脑、手机及其它移动终端设备的普及应用,移动互联的时代已经来临。人们的生活习惯、消费理念和企业的营销环境都发生了巨大的变化,数字营销逐步成为一个新兴的概念进入到营销学的范畴。毋庸置疑,数字化应用将会促使营销领域发生一场新革命。但是,具体什么是数字营销,数字营销在大型汽车经销商业务运营中如何发挥出它的效力等问题,却是困扰和制约汽车经销企业发展的问题。数字营销是移动互联时代通过电脑,移动终端等各种媒介,利用多媒体和传统媒体的相互借鉴而产生的一种新的营销方式,它随着互联网的发展而逐渐流行起来,带来了营销方式的革命。汽车经销行业是数字营销最早涉及和取得效果很好的行业,但对这些活动系统性的理论和实践研究还很少。本文基于相关文献资料收集和梳理,界定了数字营销的概念,分析了数字营销与传统营销的差异,分析了数字营销的独特优势,总结了五种流行的数字营销形式。对汽车行业数字营销的现状和发展空间进行了分析和概括,探讨了数字营销在汽车销售领域未来巨大的市场发展潜力。在此基础之上,对山东银座汽车有限公司数字营销发展状况进行分析,总结概括了在数字营销方面存在的问题,剖析了问题产生的基本成因,最后从公司业务实际出发,结合作者管理实践,提出并论证了银座汽车有限公司数字化营销体系建设构建的对策建议,并从三个方面给出了银座汽车数字化营销体系实施保障措施。以期有效改进银座汽车数字营销管理,为其他企业推行数字营销提供决策参考。
[Abstract]:With the advent of the digital age, especially the popularization and application of computers, mobile phones and other mobile terminal devices, the era of mobile interconnection has come. Great changes have taken place in people's living habits, consumption ideas and marketing environment of enterprises. Digital marketing has gradually become a new concept into the category of marketing. There is no doubt that digital application will promote a new revolution in the field of marketing. However, what is digital marketing and how to exert its effectiveness in the operation of large automobile dealers is a problem that puzzles and restricts the development of automobile distribution enterprises. Digital marketing is a new marketing method in the era of mobile internet, which uses multimedia and traditional media to learn from each other through computer, mobile terminal and other media. With the development of Internet, digital marketing is becoming more and more popular. Has brought the revolution of the marketing method. Automobile distribution industry is the first industry involved in digital marketing and achieved good results, but the systematic theoretical and practical research on these activities is still few. This paper defines the concept of digital marketing, analyzes the difference between digital marketing and traditional marketing, analyzes the unique advantages of digital marketing, and summarizes five popular forms of digital marketing. This paper analyzes and generalizes the present situation and development space of digital marketing in automobile industry, and probes into the great market development potential of digital marketing in the field of automobile sales in the future. On this basis, this paper analyzes the development of digital marketing in Shandong Ginza Automobile Co., Ltd., summarizes the problems existing in digital marketing, analyzes the basic causes of the problems, and finally proceeds from the actual business of the company. Combined with the author's management practice, this paper puts forward and demonstrates the countermeasures and suggestions for the construction of digital marketing system of Ginza Automobile Co., Ltd., and puts forward the measures to guarantee the implementation of the digital marketing system of Ginza Automobile from three aspects. In order to effectively improve the Ginza car digital marketing management, for other enterprises to promote digital marketing decision-making reference.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471

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