Automobile network marketing plan

Automotive Network Marketing Plan (a)

First, the automotive network marketing situation analysis

At present, the domestic automotive enterprises on the network marketing model is still in the practice of groping and learning from foreign counterparts at the stage of learning, has not yet formed a complete set of automotive network marketing guide strategy for China's national conditions. Some automobile enterprises are only used to follow the traditional physical market marketing strategy in the past, not familiar with the marketing strategy compatible with network marketing, do not pay attention to the business process to improve the level of business operations, cultivate business customer resources, innovation enterprise technology, expanding the competitive advantage of enterprises, etc., compared with foreign automobile companies there is still a large gap, and thus the many advantages of network marketing has not yet been embodied in the domestic automobile marketing. The first step is to make sure that you have the best possible results.

Network marketing depends on the survival of the brand foundation to continue to consolidate, brand management is the advanced stage of marketing, is the foundation and soul of network marketing. Network marketing is only built on the basis of high visibility, good business reputation, complete service system of the automobile brand, in order to produce a huge appeal and attraction, the majority of users can accept the online purchase of cars and other new ways of trading, abandon the traditional physical site of the car and other habits. And part of our car brand lacks scientific, modern, standardized action system, brand strength has to be improved.

The specific business of network marketing is still in its infancy, most of the domestic automotive enterprises just set up a website, with the help of network technology to do online advertising, promotional campaigns, model introduction, information dissemination, price inquiries, as well as sending and receiving e-mail and other simple business, some companies are even just the enterprise's name, profile, models, research and development results, mailing address, telephone and other simple information hanging on the Internet. In fact, the above mentioned types of network business can not be equated with network marketing. Only by vigorously exploring a variety of specific marketing business, such as online research, online new product development, online distribution, online services, etc., in order to take full advantage of the network resources, and continue to network marketing closer.

Second, XX network marketing status quo analysis

At present, XX website is mainly equipped with product display, expert response, car community, marketing network (need to log in), dealers, service providers query. Among these functions, only the expert response can interact with customers (marketing network is not clear, need to log in account), the other are introductory information, car community provides some downloads, such as ringtones, MV, commercials, screen savers, classic pictures; there is an online game, are very simple Flash games, there is a "XX wind and clouds collision test simulation game," in fact, just a Flash display car crash test only; another is to customize the function of the mail message.

Third, the competitors of the network marketing status survey analysis

Competitors mainly selected a few popular vehicles for investigation, because at present the XX car competitors are mainly from the popular car companies, high-grade models are not considered for the time being, the selection of the object situation is as follows:

1, Shanghai Volkswagen: Mainly with the "Employee Owner's Club", information, dealer inquiries, service station inquiries, inquiries, inquiries, inquiries, inquiries, inquiries, inquiries, inquiries, inquiries, inquiries, inquiries, inquiries, inquiries.

2, Honda: online counseling, purchase counseling, after-sales service, feelings and suggestions, company-related information and news, but also to introduce enterprise-related information, more than XX purchase counseling, after-sales service, feelings and suggestions.

3, Toyota: all company-related information and news, did not find online consultation and other information.

4, Shanghai General Motors: online contact, product recall management (the specifics are not clear, the introduction of the link is invalid), the overall introduction of the product-oriented, more links are invalid.

Fourth, the purpose of network marketing:

So that more people understand XX, people know more about XX, more attention to XX, so as to achieve higher sales and save the cost of promotion.

For automotive companies, there is no more effective communication channel than the network. According to a survey, 76% of car owners browse the websites of automobile companies before purchasing a car, and 67% of them will go to a third-party website to check the relevant comments. Now, there are also many automotive companies that use blogs for online marketing, giving them a channel to communicate more directly with their customers.

XX was selected by the mainstream media as the "national car". XX should also walk in the automotive marketing model of the wave of change. According to the authority of the overall statistics for the XX sales link, the complex sales link in the car's entire cost of sales consumed about 25% of the profits. According to this figure to calculate, if the network ordering mode, in the domestic XX car sales, XX can save 25% of the whole car promotion and sales costs. This not only can be the reduced cost back to the consumer, but also can increase XX's profit margin.

V. Website planning and analysis

(a) the construction of the XX company website

1, increase FAQ: At present, there is only an online consultation system, you can personally mention the problem of their own query, and can not be mentioned by other people's questions to query, if the customer encountered is a very common problem, then the use of online consulting would be a hassle, and need to wait for time, for this type of problem XX XX. Waiting time, for this type of problem XX should do is to organize common problems into a system to facilitate rapid customer inquiries, that is, to do a FAQ, the use of FAQ can help customers solve the problem as soon as possible and can save the consulting funds, but also should be provided to query other customers have asked questions, rather than only allowing the query their own problems.

2, increase the virtual test drive: at present, there is only "XX Wind and Cloud collision test real simulation game", in fact, only a Flash ` demo, you can try to use Flash to do a simulation of a variety of data can be artificially controlled test car, not just a test of the crash, and should provide more test options, but also should be in different environments, as well as different speeds for the test, so that different driving methods of the test, so that the customer can be more comfortable. Different driving methods of testing, so that customers better understand the performance of the vehicle, but also to attract some of the netizens who do not intend to buy a car eye, but this is also a potential user, in addition to the test car should also be provided through the game of Flash for 3D observation of the internal layout of the car as well as the car's structure, so that the netizens to get the inside out of the XX car to the understanding of the car.

3. Provide application for test drive: buyers of XX cars can apply for a test drive to XX's 4S store by logging on to its prescribed website and reading the car's details; if they are satisfied with the test drive, the buyer can make a reservation directly from the website. After getting an electronic reply letter from XX, the buyer can then make a deposit at the 4S store specified by XX and pay the full amount to pick up the car after XX completes the production according to the buyer's order. The 4S store will eventually be transformed into a service department responsible for receiving orders and collecting payments, but of course, its previous after-sales service function will remain, and online after-sales service can also be used. The order-based sales model also saves dealers promotion and marketing costs, making it the best win-win model for them and manufacturers.

If all goes well, this will be a perfect marketing model, for XX, all sales of order-based production will realize the product "zero inventory" sales results, while the sales chain cost savings can allow it to get the most competitive price of similar products, XX company in the country first through the network customer XX Company is the first company in China to benefit more users and distributors through the model of online customer order sales. Through interaction and communication with users, enjoy convenient services and preferential discounts, constantly meet the user's personalized needs, improve the "fresh" degree of the product, so that new products can reach the hands of direct users in the shortest possible time. At the same time, the profits saved can be used for research and development and continue to improve the quality of the product, thus improving the overall competitive strength of the product. At the same time, XX company set up a large after-sales service website, within a few days after the sale of automobiles to the user online or by phone to conduct after-sales survey of the use of automobiles. At the same time can also allow users to use the information feedback to the XX company service department. This not only makes the user more satisfied, but also allows XX company to better understand the XX car in the market profile.

4, blog publicity: the introduction of the corporate blog and links to the home page, so that more people understand the blog, more people directly with the XX dialog. In the "Olympics" when it really reflects the huge commercial value and unique strategic charm. This approach mainly reflects the great role of blog PR in online marketing, XX car through the network conference room to create a direct form, through this form, with the General Motors-related people from all walks of life have the opportunity to talk directly with XX car. With this feedback from customers, employees, investors, etc., XX Motors is able to grow into a better company and provide better products to its customers. Through the blog, XX executives can express their views in their own words, unfiltered by anyone, and hear directly from people who are passionate about XX and interested in what the company is doing.

(2) build a community - XX online

build a community cost is not big, the funds are mainly spent on community promotion, and XX car as a strong backing, the odds are very good, even if it fails to just loss of construction funds, the promotion of the company's products can be attached to the promotion, so it can not be counted in the community construction funds, the product would have been the same as the product, so it can not be counted in the community, the product is the same as the product. Community construction funds, the product would have needed to spend money on advertising. If the community did a good job, the direct benefit is that you can get a good online advertising platform, which is the use of other people's Web site advertising can not be compared, at the same time can be a good understanding of customer needs, master a large number of netizen information, but also the business model and policy in the network environment to re-planning and integration of some of the enterprise marketing system and the Internet's various functions organically combined into a new network marketing System. The system includes the search for new business opportunities, inhibit competitors, find, attract and retain customers, through the ever-increasing number of products and services for their own brand value-added and so on. How to do this community it, the community model is mostly the same, mainly to achieve better interaction with Internet users, so the community should provide a more comprehensive BBS, powerful interface beautiful blog, there is music, film and television, games and so on to attract Internet users. These are only the initial construction, the entire community should be updated according to the needs of Internet users and upgrades to ensure retention of users.

Six, the site promotion methods

The first stage: the construction of a good XX site to take advantage of the launch of a new car during the online game or survey that is to get the purchase of the car promotional activities in the Tencent QQ, Shanda Haofang and so on, to attract netizens to browse the XX homepage ads.

The second stage: in the attraction of netizens immediately after the launch of XX online, in XX of all the advertisements plus XX online advertising content, community and game operators, some software operators to join hands with the cooperation, through the XX online limited to the netizens to provide some of the game, the activation code of the charge of the software product, the right to use such virtual goods, in order to attract more customers.

Summary:

The success of an online marketing event is bound to be unique. Whether it is from the front, side or from the reverse side of the promotion, hype, there should be a mass of Internet users familiar events, news, can have Internet users easy to remember and can produce positive or negative **** Ming. In order to promote the event, the product to attract public attention, discussion.

To individual network promotion company's power is limited, that is, the use of all channels on the network, media publicity can not achieve the intended effect. Only by relying on the hot news at the time, the powerful force of the event, and its precise contact, driven by the speed and scope of the promotion of the expansion. Through the network, the media hot news events in the effective insertion, effective **** Ming, so as to small investment, operation to produce big results.

For network video marketing, is a good new marketing model, Youku, Tudou and other video sites release simple and high traffic, plus do the title and the relevance of the event news, video of the external promotion, can be very good to enhance the viewing rate of the video. It is a powerful way to promote network marketing.

Automotive Internet Marketing Plan (2)

With the transformation of automobiles from a seller's market to a buyer's market, the traditional automotive marketing model is subject to an unprecedented serious challenge by the Internet brought by the accessibility of communication methods. Relying solely on traditional sales methods has not been able to adapt to the increasingly fierce competition in the automotive market, for this reason, as a new sales model --- automotive network marketing came into being.

Advantages of automotive network marketing

The Internet itself has a screening function, the content of the web page to determine the identity of the visitor, the content itself has a screening function, different content to attract different access to the purpose of the customer.

Paper media is read selectively, while television media is mandatory. Audience choose not to read a newspaper advertisement cost is very small, but to avoid TV advertising, he has to pay a lot of cost. For the network, especially the automobile professional information website, it is selective reading, and the threshold of its choice is directly moved forward to the entrance of the website. As long as the customer visits the automobile professional website, its purpose and intention has long been clear; customers come back to search for the price of the car, his intention to buy has been very obvious.

The implementation of network marketing not only means the change of marketing means, the concept of updating, the quality of staff to improve, but also means that the mode of operation and management mode of the turn. The realization of network marketing, automotive sales itself is a challenge, it will be the organizational structure of the enterprise, mode of operation, resource management, settlement methods, service tracking and quality assessment, etc. have a great promotion.

Automotive network marketing in line with the requirements of the times

According to the China Internet Center (CNNIC) statistics, the current domestic Internet users of about 1, 03 million people.

AC Nielsen released in the first half of the world's latest Internet netizen survey on car ownership and purchase intentions, indicating that automotive network marketing in line with the requirements of the times; in particular, Chinese netizens in the next year, the strongest desire to buy a car.

The survey indicates that 31% of Internet users surveyed in China own a car. Although China ranks 27th among the 28 markets surveyed, this 31% is much higher than the 7% of households that own cars in China's major cities, and much higher than the national average.

China's netizens are significantly more likely to own cars than the national average. This is mainly because this particular consumer group usually lives in cities, has a higher level of education, and relatively higher disposable income; they are more eager to own a car. Therefore, Internet users are an important consumer group in the future automotive market.

Internet marketing model immediate effect

Internet marketing this new sales model since the market, has received immediate effect. For example, the online car market ordering function since September 2004 since the opening of the car, after the 2004 pre-promotion, has entered a period of steady development. As of the end of May this year, the total number of orders has been close to 40,000, the highest number of orders in a single month close to 6,000; the average daily number of orders in the second quarter of 150 or so, and continue to rise in the trend.

Consistent with the actual sales situation in the automotive market, the best-selling models such as Elantra, Cayenne, and Fit are also at the top of the list in network marketing.

Characteristics of the network marketing model

Compared with the sales situation in the automotive market, network marketing has its own several characteristics:

Online car market statistics on the situation of network marketing show that most of the netizen's orders are concentrated in the relatively high visibility of the company's products. For example: Guangzhou Honda, Shanghai GM, Beijing Hyundai, FAW Volkswagen, Shanghai Volkswagen, FAW Sedan, Toyota, Dongfeng Citroen and so on. The number of orders from these companies accounted for more than 50% of all orders. This reflects the netizens' brand awareness and consumption level.

From the price point, the online car market consumers order a relatively high price point, more than 200,000 yuan price car orders accounted for about 40% of the total number of orders. This proportion is much larger than the proportion of cars at this price point in the actual sales of the automobile market. ( ) This reflects the potential for mid- to high-end cars to be sold online.

Another feature of online marketing is that the time between a consumer ordering a car online and the completion of the actual purchase is generally not very long. A return visit to consumers who ordered a car online showed that 37,8% had already purchased a car, and another 28,3% of consumers said they would buy a car within three months, which adds up to more than 60%. This reflects the fact that most of the consumers who ordered a car in the online car market have a clear, effective, and high-quality automotive consumer group.

Internet marketing to be further improved

Internet marketing of this new model of automobile sales, although the "start" is good, but after all, it is in the "primary stage". The website itself, car manufacturers, dealers in the network, more is only limited to the dissemination of online communication and interaction and other shallow level of activity; accurately, the network marketing is more limited to the use, rather than a higher level of operation. In this regard, the participants of network marketing still have a lot of things to do.

Su Hui, general manager of the Beijing Asian Games Village Automobile Market, has three insights into the promotion of online marketing:

To distinguish between Internet users who log on to online marketing and ordinary Internet users, not just to stay on the level of online exchanges, browsing and answering the questions of the Internet users, but in the way, the methodology and operational skills to make more efforts.

Car dealers need to choose a high-quality online platform. For the agent of one or several brands of car dealers, if you can do the network below the physical store, the network above the virtual store, the two organic combination and effective operation, the formation of a virtuous cycle, you can achieve twice the result with half the effort.

Dealers should strive to make their own brands bigger and better through the network. This requires dealers to establish their own brand of work into all aspects of product marketing, maintenance services, business philosophy and corporate culture, to form a good online display and interactive platform, to prospective customers or potential customers to a good first impression is very critical.

Automotive Internet Marketing Plan (3)

First, the definition of network marketing network marketing refers to the organization or individual in order to achieve a specific marketing purpose, using the Internet unique digital information and communication interaction more. And Porsche as the world's leading automobile brand, network marketing is naturally very important to it. How to make their own publicity in the process of network communication is not drowned by a multitude of information, to achieve the desired marketing effect, become worthy of thinking about the problem.

Second, the marketing objectives: the network of consumer groups

Third, the implementation process: how to minimize the cost of the network to get the most exposure times have also made the enterprise had to seriously think about network marketing.

Fourth, industry analysis

German automotive company Porsche third quarter (first fiscal quarter) results report. The report shows that Porsche's operating profit in the reporting period rose sharply by more than six times compared to the same period last year, in August to October, Porsche's earnings before interest and taxes (EBIT) of 3, 95 million euros (about 5, 26 million U.S. dollars), compared to the same period last year, 52 million euros (about 69.3 million U.S. dollars) increased by more than six times. Porsche's third-quarter sales were 2.1 billion euros (about 2.8 billion U.S. dollars), an increase of 80% over the same period last year.

Due to the growth in market demand for the Cayenne multifunctional sports utility vehicle (SUV) and Panamera sedan. Porsche's sales of Cayenne vehicles in the third quarter more than doubled from the same period last year. The Cayenne is Porsche's best sales performer; sales of Panamera sedans in the third quarter were 5,778 units, also nearly double the same period last year.

Porsche, which will move to a calendar year in 20**, said today that it expects its sales margin for 20** to be "significantly" higher than the 10 percent it achieved in the last five months of the year.

V. Advantages of the development of large automotive sales groups

The emergence of large automotive sales groups is the result of resource concentration, and the advantages of resource concentration also brings some advantages to the external market and internal management of the two aspects of the enterprise.

Purpose of internet marketing:

To make more people know about Porsche cars and pay more attention to Porsche cars, so as to achieve higher sales volume and save the cost of promotion.

For cars, there is no more effective communication channel than the Internet. According to a survey, 76% of car owners browse the websites of automobile companies before purchasing a car, and 67% of them will go to a third-party website to check the relevant reviews. Now, there are also many automobile companies using blog marketing, so that automobile companies have a more direct communication channel with customers.

VI. Website planning analysis

1. What the website can do

(1) Display featured ads triggered by the merchant's keywords (e.g., Porsche) on the website's many partner media outlets, as well as syndicate the site's associated content.

(2) The commercial value of the site.

Not only is it unlimited, it's precise.

Precise keywords lead to precise marketing.

Unlimited keywords bring unlimited ad space.

Advertisers can choose the corresponding keywords to place the corresponding ads, a one-time placement, you can reach the effect of multiple media display at the same time, to enhance the proportion of advertising.

(3) The site subverts the traditional "copy - search engine - paste" search habits, providing users with the most direct and fast, accurate and practical search services. When the user reads the text and produces a search demand, just trigger the keywords on the page, you can search for relevant information.

2, the advantages of online marketing

(1) more accurate than traditional marketing

(2) less investment, more return

(3) rich media diverse forms of expression

(4) the highest rate of return

(5) more proactive, the user's autonomy to control

(6) independent of the brand area

(7) widely used

(7) the user can use the Internet to search for information. (7) Widely used

(8) Easy market research