First, the analysis of automobile network marketing
At present, domestic automobile enterprises are still in the stage of exploring the network marketing mode and learning from their foreign counterparts, and have not yet formed a set of automobile network marketing guidance strategies suitable for China's national conditions. In the past, some automobile enterprises were only used to the marketing strategy of traditional physical market, but were not familiar with the marketing strategy of adapting to network marketing. They don't pay attention to improving their business level, cultivating customer resources, innovating enterprise technology and expanding their competitive advantages. Compared with foreign automobile companies, there is still a big gap, so many advantages of online marketing are not reflected in domestic automobile marketing.
The brand base on which online marketing depends needs to be further consolidated. Brand management is the advanced stage of marketing and the foundation and soul of network marketing. Only when online marketing is based on automobile brands with high reputation, good business reputation and perfect service system, can users accept new trading methods such as online car purchase and abandon traditional habits such as on-site car purchase, can it generate great appeal and attraction. However, some domestic automobile brands lack a scientific, modern and standardized action system, and their brand strength needs to be improved.
The specific business of network marketing is still in its infancy. At present, most domestic automobile enterprises just set up a website to do simple business such as online advertising, promotion, vehicle introduction, information release, price inquiry, sending and receiving emails with the help of network technology. Some companies even just put simple information such as company name, profile, vehicle type, research and development achievements, mailing address and telephone number on the Internet. In fact, the above-mentioned network services can not be equated with network marketing at all. Only by vigorously developing various specific marketing businesses, such as online research, online new product development, online distribution, online services, etc. Can enterprises make full use of network resources and keep moving closer to network marketing?
Second, the analysis of the status quo of xx network marketing
At present, xx website mainly includes product display, expert response, cycling community, marketing network (account login required), dealers and service providers. Among these functions, only expert answers can interact with customers (the marketing network is unclear, and account login is required), and others are introductory information. Some downloads are provided in the rider community, such as ringtones, MVs, commercials, screensavers, classic pictures, etc. There is an online game, which is a very simple Flash game, and a real simulation game of xx Fengyun collision test, which is actually just a Flash car collision test. The other is the function of customizing email information.
Third, the investigation and analysis of competitors' online marketing.
Competitors mainly selected several Volkswagen cars for investigation, because at present, xx's competitors are mainly from Volkswagen, and high-end models are not considered for the time being. The selected objects are as follows:
1. Shanghai Volkswagen: It mainly provides employees' owners' clubs, related information, dealer inquiries and service station inquiries. The situation is similar to xx. No information such as online consultation can be found on the home page. Probably in the employee owners' club (account login is required).
2. Honda: Online consultation, purchase consultation, after-sales service, feelings and suggestions. The company's relevant information and news mainly introduce enterprise-related information, and purchase consultation and after-sales service have more feelings and suggestions than xx.
3. Toyota: It's all company-related information and news, and no information such as online consultation has been found.
4. Shanghai GM: online contact, product recall management (the specific situation is unclear, and the introduction link is invalid). The overall focus is on introducing products, and redundant links are invalid.
Fourth, the purpose of network marketing:
Let more people know about xx, people know more about xx and pay more attention to xx, so as to achieve higher sales and save promotion costs.
For automobile enterprises, there is no more effective communication channel than the Internet. According to a survey, 76% car owners will browse the website of the car company before buying a car, and 67% people will go to the third-party website to check the relevant comments. Now, there are also many auto companies that use blog online marketing methods, so that auto companies have more direct communication channels with customers.
Xx was selected as the mainstream media "national car". Xx should also be in the forefront of the reform of automobile marketing model. According to the department's overall statistics of xx sales links, the complicated sales links consume about 25% of the profits in the overall sales cost of automobiles. According to this figure, if online ordering mode is adopted, xx can save 25% of vehicle promotion and sales expenses in domestic xx automobile sales. This can not only reduce the cost of returning to consumers, but also improve the profit rate of xx.
Five, website planning analysis
(A) xx company website construction
1, add FAQ: At present, there is only an online consultation system, which can query your own questions, but not those raised by others. If customers encounter common problems, using online consultation will make people feel troublesome and need to wait for time. What xx needs to do for this kind of problems is to organize the common problems into a system, which is convenient for customers to inquire quickly, that is, to make a FAQ. Using FAQ can help customers solve problems as soon as possible and save consulting funds. At the same time, it should also provide inquiries about questions asked by other customers, rather than only allowing inquiries about your own questions.
2. Add virtual test drive: At present, there is only xx Fengyun collision test simulation game, which is actually just a demonstration of Flash. You can try to make a simulated test drive with Flash, which can manually control all kinds of data, not only to test the collision, but also to provide more test options. There should also be tests in different environments and different driving modes at different speeds, so that customers can better understand the vehicle performance. At the same time, it can also attract the attention of some netizens who are not planning to buy a car, but are also potential users. In addition to the test drive, it is also necessary to provide 3D observation of the internal layout and structure of the car through Flash in the game, so that netizens can understand xx car from the inside out.
3. Provide a test drive application: the person who buys xx car can apply for a test drive to the 4S shop in xx after reading the details of the car by logging on to its designated website. If they are satisfied with the test drive, buyers can book directly from the website. After receiving the electronic reply from xx, the car buyer can pay the deposit in advance at the 4S shop designated by xx, and pay the full amount to pick up the car after xx completes the production according to the buyer's order. Eventually, the 4S store will be transformed into a service department, which is responsible for receiving orders and collecting money. Of course, its previous after-sales service function will continue to be retained, and online after-sales service can also be used. At the same time, the order-based sales model saves the promotion and marketing costs for dealers and enables them to reach a win-win model with manufacturers.
If all goes well, it will be a perfect marketing model. For xx, the order-to-order production of all sales will achieve the sales result of "zero inventory", and the cost saved by the sales chain will enable it to obtain the competitive price of similar products. Xx Company is the first in China to benefit more users and distributors through the online customer order sales model. Through interaction and communication with users, we can enjoy convenient services and preferential discounts, constantly meet the individual needs of users, improve the "freshness" of products, and let new products reach users directly in the shortest time. "At the same time, the profits saved can be used for research and development and continue to improve product quality, thus improving the overall competitiveness of products. At the same time, xx Company established a large-scale after-sales service website, and conducted after-sales car surveys through the Internet or telephone within a few days after the car was sold. At the same time, it also allows users to feed back the used information to the service department of xx Company. This will not only make users more satisfied, but also let xx company know more about the general situation of xx cars in the market.
4. Blog promotion: put the introduction and links of corporate blogs on the home page, so that more people can understand blogs and talk to xx directly. In the "Olympic Games", it really showed its great commercial value and unique strategic charm. This way mainly reflects the huge role of blog public relations in online marketing. Xx car has created a direct form through the network conference room. Through the network conference room, people from all walks of life related to GM have the opportunity to have a direct dialogue with xx car. With these feedbacks from customers, employees, investors, etc. Xx will grow into a better company and provide better products for customers. Through blogs, the managers of xx can express their opinions in their own language, and listen to the feedback of people who are enthusiastic about xx and interested in what the company is doing without anyone's filtering.
(B) the establishment of community-XX online
The cost of building a community is not big, and the funds are mainly spent on the promotion of the community. And with xx car as the strong backing, the odds are great. Even if it fails, it only loses the construction funds. Promotion can only be attached to the promotion of enterprise products, so it can't be counted in community construction funds. Products already need to spend money on advertising. If the community does well, the direct benefit is that it can get a good online advertising platform, which is incomparable to advertising with other people's websites. At the same time, it can well understand customers' needs, master a lot of information about netizens, and re-plan and integrate business models and policies under the network environment, so that the enterprise marketing system and various functions of the Internet can be organically combined into a new on-line marketing. The system includes discovering new business opportunities, restraining competitors, discovering, attracting and retaining customers, adding value to one's own brand by increasing products and services, and so on. How to build this community? Most of the community models are similar, mainly to achieve better interaction with netizens, so the community should provide a more comprehensive BBS, a powerful blog with beautiful interface, as well as music, movies and games to attract netizens. These are only the initial construction, and the whole community should be updated and upgraded according to the needs of netizens to ensure the retention of users.
The promotion method of intransitive verbs website
The first stage: after the completion of xx website, online games or surveys will be held during the listing of X new car, and advertisements will be placed in Tencent QQ and Shanda Fang Hao to attract netizens to browse xx homepage.
The second stage: launch xx immediately after attracting netizens, and add xx online advertising content to all advertisements in xx. The community will cooperate with game operators and X software operators to provide X virtual items such as activation codes and the right to use paid software products to netizens through xx online to attract more customers.
Summary:
A successful network marketing activity must have its uniqueness. Whether it is positive, side or behind the promotion or hype, there must be events and news familiar to public netizens, which are easy to be remembered by netizens and can produce positive or negative voices. Only in this way can the promoted activities and products attract public attention and discussion.
The power of a single network promotion company is limited, that is, using all channels on the Internet, media promotion can not achieve the expected results. Only by relying on the powerful force and accurate connection of hot news and events at that time can we expand the speed and scope of promotion. Through the effective intervention of hot news events on the Internet and media, we can effectively speak out, thus achieving greater results with less investment and operation.
For online video marketing, it is a good new marketing model. Video websites such as Youku and Tudou are easy to publish and have a large number of people. In addition, the relationship between headlines and event news, as well as the external promotion of video, can improve the viewing rate of video. This is a powerful way to promote online marketing.