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论文级别：?硕士 □博士
学科专业： 工商管理
论文题目： ZMD汽车基于D2C直销模式的数字营销策略研究
作者签名：
指导教师签名：
2020年 5 月 26 日

摘要
新能源汽车行业不断发展至今天，遇到了互联网蓬勃发展的市场环境，科技和创新的通信
手段在不断的改变着人们的生产和生活，消费观念和行为都在发生着深刻的变化。随着数字化
兴起，对企业的方方面面都产生了巨大影响，尤其是市场营销，企业对于品牌和市场的管理需
要跃升到一个新的层次。数字化环境下的品牌营销、用户运营，采用能够被大众理解的独特方
式，相关的品牌策略和用户互动沟通方式也变得丰富起来。
数字化触点，特别是社交媒体，已成为了我们日常生活不可或缺的一部分，也深刻改变着
汽车企业开展品牌营销的方式。线上线下融合的全渠道营销方式和D2C直面客户已经成为新能
源汽车品牌开展市场营销，服务客户以及体现品牌价值的重要手段。
本文从数字营销的一系列概念出发，前三章分别对比了汽车行业传统销售模式，品牌营销
与数字营销，描述了数字营销兴起的原因和历史背景，并逐一阐述了全渠道营销的概念，明确
了数字营销对于D2C模式的重要性。数字化全渠道营销与全用户旅程用户运营的关系，以及新
能源汽车品牌全渠道线上线下营销的目标。第四章采用了案例分析的方法，运用实际案例分析
阐述ZMD汽车数字全渠道营销规划与策略。第五章具体阐述ZMD公司实现数字化全渠道营销
的主要实施方式和数据驱动的实现方向。第六章是总结和建议展望，对本文所开展研究的具体
内容做出总结和局限性明确。
本论文通过阐述现状提出问题，分析目前公司营销体系的问题，最后明确了规划、解决优
化现有营销体系问题的思路，做到了理论与实践的有机结合。从数字营销体系，用户运营的建
立，销售模式的创新和数据驱动方法的应用等方面，结合到ZMD公司市场营销、用户运营、服
务交付运营等市场行为中去，帮助企业明确组织建设、数字营销和用户运营的重点和方向。同
时，也希望此研究能对新能源汽车企业数字化转型，尤其是营销和用户运营的数字化转型有一
定的指导意义。
关键词：数字营销、D2C、用户运营、数据驱动

Abstract
With the continuous development of the new energy vehicle industry, it has encountered the fast-
growing market environment of the Internet. Innovation and information technology are constantly
changing people's production and life, and profound changes are taking place in consumption concepts
and behaviors. With the development of digitalization, it has had a great impact on all aspects of
enterprises, especially marketing. Enterprises need to upgrade to a new level in brand and market
management. Branding and user operation in the digital environment adopt a unique popular way that
can be accepted by the public, the relevant brand strategies and user interaction methods have also
become enriched.
Digital touchpoint, especially social media, have become an indispensable part of our daily life,
and have also profoundly changed the way automobile enterprises’ marketing. The online and offline
integrated omni channel marketing mode and D2C have become an important way for new energy
vehicle brands ,serve customers and show their brand value.
Starting from a series of concepts of digital marketing, the first three chapters respectively
compare the differences between the traditional marketing and branding of the automobile industry,
and digital marketing, describe the reasons and historical background of digital marketing, elaborate
the concept of omni-channel marketing step by step, and clarify the importance of digital marketing to
D2C model. The relationship between digital Omni channel marketing and whole user journey user
operation, as well as the goal of Omni channel online and offline marketing of new energy vehicle
brand. The fourth chapter uses the method of case analysis to elaborate ZMD automobile digital omni-
channel marketing planning and strategy. The fifth chapter expounds the main implementation
methods and data-driven implementation strategy of digital omni-channel marketing of ZMD company.
The sixth chapter is the summary and outlook, which summarizes the specific content of the research
carried out in this paper and figure out the limitations.
Through the way of combining theory with practice, this paper adopts the ideas of raising problems,
analyzing problems, planning and solving problems. From the aspects of digital marketing system, the
start user operation, the innovation of sales mode and the application of data-driven strategy, it is
combined with ZMD company's marketing, user operation, service operation and other marketing
activities to help enterprises to refine organization ,clear direction of digital marketing and user
operation. Meanwhile, it is also hoped that this research can have a certain guiding for the digital
transformation of new energy vehicle company, especially the digital transformation of marketing and
user operation.
Key words: Digital marketing, D2C, User Operation, Data Driven
。。。以下略