IV
management system designed to help dealers build a comprehensive sales management
system, to cover calls to the store, online, events, vendors, third-party and all manner
generate sales leads, through screening, follow-up, continuous improvement process,
and ultimately to promote the conversion of clues to help dealers to complete the
transformation and transaction opportunities to promote action.
This paper studies the daily consumer buying process to start, demand from the
customer to buy the products, comparative analysis between several cars to the Baidu
search for other networks to see the car, to inquire into the company's official website
Follow link, by clicking on the various dealers and ask quotations lowest price, or by
400 telephone consultation can form sales leads, one by one through the sales
consultant and offer clues to track return visits to the shop, as far as possible into the
network set off a storefront set-off, through continuous communication to solve all
customer queries and out confusion, and ultimately to the store and quickly signed a
single mention cars, and then through good word of mouth on the network set to
attract more new customers and old customers introduced to form a good
management cycle. From the perspective of headquarters management, we must
always adhere to an emphasis on work attitude, to help dealers to establish a
long-term working mechanism. Attention to the operation of the marketing platform
to use, easy car network utilization, car home and other professional agency's training
resources, regular regional managers and front-line distributor sales consultants
counseling and guidance, to explain an effective sales lead management mechanism,
the formation of the regional good practices, and regular meetings of the major areas
of exchange of experience, so that every one of FAW Mazda sales consultant within
the system have paid attention to network marketing, they like and are good at
network marketing, network marketing model to ensure sales for the entire
department play a greater role in supporting.
Keywords:
network marketing，news release，sales leads，model of consumer behaviorIII
Abstract
Research on the Improvement of the Faw
Mazda Network Marketing Mode
The auto industry as a pillar industry of the world economy, has an important
role in the changes in world economic development. In a few years ago the
world auto factories, GM and Ford automobile enterprises have occupied the
dominantposition of industry. In most developing countries, the auto industry has
become the national economic development of the vane, largely reflects a country's
international competitiveness and economic power. Among them, the car sales
company sales levels has also become an important basis to measure brand
value. Compared with developed countries, the overall strengthof China's automobile
industry is still relatively weak, especially independent, joint venture brand sales level
to reach a certainheight, affected the Chinese auto industry sales levels.
In this paper, the current situation of China's automobile industry, analysis of the
automotive industry of network marketing advantages and disadvantages, and then
analyzes the network marketing platform FAW Mazda status, identify problems and
analyze the problem. FAW Mazda through the analysis of consumer behavior, clear
the basic characteristics of the target consumer groups, car motivation and individual
needs, make recommendations for improvement. Network Marketing model of the
main directionof improvement is the organizational structure, operation mechanism
and management mechanisms, opportunities center operations as a starting point to
enhance the 400 calls and sales leads conversion efficiency of the network marketing
model of organizational structure, operation mechanism and management mechanism
for improvement recommendations, improve focus, and promote brand sales.
Business center, for dealers to provide a set of cloud-based platform sales processII
和迅速提车，进而通过良好的口碑传播在网络上吸引更多的新增集客和老客户
介绍，形成良好的管理循环。从本部管理的角度来说，必须始终坚持一个重视
的工作态度，协助经销商建立一个长效的工作机制。重视各营销平台的操作使
用，利用易车网、汽车之家等专业代理公司的培训资源，定期对一线区域管理
人员和经销商销售顾问进行辅导和指导，讲解一套有效的销售线索管理机制，
形成各区域优秀案例，并定期召开各大区的经验交流会，让一汽马自达体系内
每一位销售顾问都重视网络营销工作，都喜欢并擅长于网络营销工作，保证网
络营销模式对于全系销量起到更大的支撑作用。

关键字：
网络营销，新闻发布量，销售线索，消费者行为模式I
摘 要
一汽马自达网络营销模式改进研究
汽车行业作为世界经济的支柱型产业，在世界经济发展变革中具有重要的
作用。在世界前几大汽车主机厂中，通用和福特汽车等企业一直占领行业的主
导地位。在大多数发展中国家，汽车行业早已成为国家经济发展的风向标，很
大程度上体现了一个国家的国际竞争力和经济硬实力。其中，各大汽车销售公
司的销量水平也成为衡量品牌价值的重要依据。与发达国家相比，中国汽车产
业的整体实力还相对较弱，特别是自主、合资品牌的销量水平难以达到一定的
高度，影响了中国汽车行业的销量水平。

本文从国内汽车行业的现状入手，分析汽车行业的网络营销优劣势，进而
分析一汽马自达网络营销平台的现状，发现问题和分析问题。通过一汽马自达
消费者行为模式的分析，明确目标消费人群的基本特征、购车动机和个性化需
求，提出改进建议。网络营销模式的主要改进方向是组织架构、运行机制和管
理机制，从商机中心的运营为出发点，提升 400 电话和销售线索的转化效率，
对网络营销模式的组织架构、运行机制和管理机制提出改进建议，全面提高关
注，促进品牌销量。商机中心，是为经销商提供的一套基于云平台的销售过程
管理系统，旨在帮助经销商搭建完善的销售管理体系，能覆盖来电、到店、网
络、活动、厂商、第三方等一切方式产生的销售线索，通过筛选、跟进、持续
改善等过程，最终促进线索的转化，帮助经销商完成商机转化和成交促进动作。

本文从研究消费者日常购买过程入手，从客户产生购买需求、几款车之间
对比分析，到百度搜索等网络看车，到关注公司官网进入询价环节，通过点击
各经销商报价单和询问最低价，或者通过 400 电话咨询，都可以形成销售线索，
通过销售顾问逐条线索的跟踪回访和邀约到店，尽可能地将网络集客转化成为
店头集客，通过持续沟通解决掉客户的所有疑问和困惑，最终实现到店签订单2
根据 2012 年汽车行业调查数据显示，42%客户属于 80 后客户，40%客户属
于 70 后客户，其中以 80 后客户为代表的主力客户群中，绝大多数人每天都在
使用微信、微博、QQ 等移动终端的应用程序，与网络接触十分密切，可以说是
时刻无法离开，因此，对于网络传递来的产品信息和促销信息会比较敏感，贴
身媒体的影响力不容小视。对于一汽马自达 66 万保有客户的调查分析，得出这
样一个结论：71.6%的车主在购车决策过程中都从网络获取过信息，因此，研究
如何在决策周期中，特别是决策周期末端对消费者进行影响，对于汽车销售厂
家意义重大。网络营销的主要输出物是销售线索，也就是网络集客产生的客户
姓名和电话号码，关系沟通和客户维护后转入来店商谈，进而试驾、议价和成
交，看起来网络营销距离终端成交有些遥远，但是，网络新闻和广告对于消费
者的影响确实潜移默化和实实在在的。

1.2 选题意义
不可否认，汽车行业的网络互联网时代已经到来！2012 年，全国共有 5.88
亿网络用户，5.3 亿移动互联网用户，其中，93.4%的用户通过互联网了解汽车
行业资讯。因此，网络已经成为汽车用户信息来源的第一渠道。新媒体的崛起，
改变了世界，更改变了用户。用户可以通过多种渠道了解产品和商家，从而扭
转了传统意义上必须到展厅才能看车买车的观念。数据表明：用户购车前的到
店次数仅为 1.8 次，网络看车已经成为一种时尚。各汽车营销主体正在发生变
革，用户信息获取渠道发生变化，导致决策过程发生变化。经销商的营销活动
更加丰富多样化，以销量为导向，一切为销量服务。各厂商品牌资源向终端转
移，营销重心下移，成立专门的数字营销部门，推动经销商的网络营销模式的
持续发展和改进。

网络集客能力对于一汽马自达全体系集客能力至关重要，2012 年网络直营
店实现 400 电话量 273099 个，销售线索总量 377915 个，网络直营店已经成为
经销店的一个