互联网背景下的汽车营销模式研究

Research on Automobile Marketing Mode under the Background of Internet

互联网背景下,汽车的营销模式日新月异。最突出的一个转折就是从互联网+模式开始的网络营销。以政府的互联网+国策为号召,o2o模式的兴起为汽车行业的网络营销打开了先河。本文关注这种网络营销模式,从分析这种模式下汽车行业网络营销出现的问题出发,提出相应的解决方案。主要的问题包括,网络基础设施的覆盖和资费问题、互联网第三方平台(网络媒网络、网络平台)的发展瓶颈问题、网络交易的信任问题、网络支付的障碍问题、线下交易的顺接问题等等,提出相应的解决方案。

Under the background of the internet,the marketing model of automobiles is changing with each passing day.One of the most prominent turning points is the network marketing that started from the internet+model.Called by the government's internet+national policy,the rise of the o2o model has opened up a precedent for online marketing in the automotive industry.This paper pays attention to this network marketing model,and proposes corresponding solutions from the analysis of the problems in the network marketing of the automobile industry under this model.The main problems include the coverage and tariff of network infrastructure,the development bottleneck of third-party internet platforms(network media networks,network platforms),the trust problem of online transactions,the obstacle of online payment,and the connection of offl ine transactions and so on,and the article comes up with corresponding solutions.