本文通过对车友圈及其网络营销策略进行研究,利用汽车之家
丰富的用户数据以及车友圈运营数据,从产品网络营销的角度,分
析该产品的优劣势以及运营现状,并对其网络营销策略进行梳理和
展望。其中,重点对车友圈的常用营销手段以及网络营销效果进行
评估,论文指出,汽车厂商应当依据原有用户行为,品牌车系的市
场生命周期阶段,以及汽车厂商的营销目标来构建适合发展的网络
营销方式。因此,车友圈网络营销策略是本文的重点内容,从汽车
厂商入驻车友圈的期望目标角度,提出公司应规划自身的运营目
标,结合车友圈的平台功能开展网络营销。同时,做好汽车厂商们
的联盟战略规划,充分利用网络营销,建立品牌形象。注重内容和
话题营销,通过与用户之间的情感交流,使该产品网络营销与品牌 运营共同发展。最后,得出了本文的研宄结论以及文中不足和展
望
本文的研究结论为,车友圈产品网络营销是互联网时代下的创
新营销形式,为广大汽车厂商提供了重要的营销平台和工具。汽车
之家公司依托庞大的用户群体和数据资料,为车友圈的网络营销提
供了有力的支持,为公司的营销提供了良好的基础,希望汽车厂商
们能抓住互联网大数据时代的机遇,以车友圈网络营销为抓手,快
速健康地发展,这是时代的要求,也是写作的目的所在
关键词:汽车之家车友圈网络营销策略 THE RESEARCH FOR NETWORK MARKETING OF
THE SERVICE PRODUCT IN “RIDERS CIRCLE”
ABSTRACT
With the increasingly development of Internet, terminal equipment,
science and technology, the Big Data Age has gained strongly support The
conducts of daily life are able to be preserved through Internet technology,
which become valuable data of enterprises. In such environment, new
commercial opportunities are constantly opened up. Besides, enterprises
with data sharing and analytical ability will be strong competitors in the
Internet Age. Autohome is keeping up with the trend of the Big Data Age.
As an enterprise in the traditional automobile making industry, Autohome
realizes it cannot establish in business only depending on traditional
marketing modles. Moreover, relevant policies made by Chinese
government require consumers can only buy cars from offline car dealers.
As a result, lack of communication with consumers , automobile
manufactories are hard to know their actual demands. In the Mobile
Internet Age, automobile manufactories are desperate for a professional
platform to know consumers5 demands. The service platform ——Riders
circle on Autohome fully explores consumers, demands and builds a
precision marketing platform to specially provide communication channel
for the two parties. Also, the large user data resources and accurate data
analytical ability of the platform effectively support enterprises to realize
precision marketing. Therefore, automobile manufactories participate into
it in succession. However, lacking in enough understanding of operation
modes in the Internet Age and basic theories, traditional automobile
manufactories have no seasonal strategic planning and only linger on the
imitation and exploration stage, thus not fulfilling Autohome,s potential in
marketing.
The paper studies service product and network marketing of Riders
circle, combing Autohome user data and the circle operation data. From its network marketing environment perspective, we analyze advantages and
disadvantages of the product and its operation status, and then make
analysis and prospect of its network marketing. And we also research
commonly used operation means for product modality and how enterprises
put forward effect evaluation of the marketing. Therefore, we suggest
automobile manufactories should determine their own network marketing
style suitable for their brand, which are based on original user behavior, car
series brand on the stage of market and operation objectives. The network
marketing strategy for service product of the circle is an emphasis in the
paper. Given this and the situation that enterprises enter into the circle, we
believe they should plan their own operation objectives when applying
network marketing of the product. And they should launch the marketing,
combining function and form of the platform. Other suggestions: make
enterprises strategic planning; take full advantage of network marketing;
build up brand image; pay attention to content and topic marketing;
establish communication chain between enterprises and consumers
through emotion and jointly develop network marketing for service
product and brand operation of the circle. Finally, conclusion of this paper
is given, and the author points out the gaps and aspects for improvement.
Based on the research for network marketing of the service product in
Riders circle, the conclusion is as follows:
Network marketing of Riders circle is a kind of new form in the
Internet Age, which provides important marketing platform and tool for
automobile manufactories. And large user groups and data give strong
support for the marketing, which lays the solid foundation for enterprises
marketing. Combing user data and enterprises strategies, we deeply
analyze the network marketing of the product. In short, automobile
manufactories should regard network marketing of the circle as
breakthrough point and grasp opportunities in the Big Data Age.
KEY WORDS: Autohome Riders circle service product network
marketing strategy 目录
第一章绪论 1
1.1选题背景及意义1.1.1研宄背景1.1.2研宄意义1. 2本文研究的主要内容与方法1. 2.1本文研究的主要内容1. 2. 2研宄方法1. 3本文的创新之处第二章文献综述2.1车友圈概念及其网络营销2. 1. 1车友圈概念2. 1.2车友圈网络营销特点2. 2汽车行业网络营销国内外研宄现状2.2. 1国外研究现状2. 2. 2国内研究现状第三章汽车之家车友圈网络营销环境分析3.1车友圈网络营销的环境分析3. 2车友圈网络营销的优劣势分析3. 3车友圈现状和展望3. 3.1车友圈服务平台的现状分析3. 3. 2车友圈网络营销存在的问题3. 3. 3车友圈的发展前景第四章车友圈现有网络营销效果评估
21
4.1车友圈网络营销方式
21
4.1.1车友圈常用网络营销方式
22
4. 1.2车友圈用户关注领域
24
4. 2车友圈网络营销效果评估
29
4. 2.1车友圈网络营销效果评估要素
29
4. 2. 2车友圈网络营销效果衡量标准
30
4. 3车友圈网络营销模式构建
31 第五章汽车之家车友圈的网络营销策略
34
5.1确立车友圈网络营销目标
34
5.1.1树立品牌形象
34
5.1.2提高用户量
35
5. 2确立车友圈网络营销重点
36
5. 2.1重视关系营销
36
5. 2. 2注重内容策划
37
5. 2. 3情感营销
37
5. 2. 4整合关系营销
38
5. 2. 5车友圈网络营销方案的优化
38
5. 3车友圈的网络营销策略
39
5. 3. 1整合营销
39
5. 3. 2事件营销
40
5. 3.3 口碑营销
41
5. 3. 4品牌营销
41
5. 3. 5危机公关营销
42
5. 3. 6从实战角度分析汽车厂商车友圈网络营销
42
第六章结论与展望
44
6_ 1研究结论 44
6. 2不足与展望
45
参考文献 46
49
作者攻读学位期间发表的学术论文目录
50 图目录
图4- 1碎片化时间管理
22
图4- 2关注时长构成
25
图4- 3主流车系关注时长构成分布
25
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