基于新媒体背景下的《汽车新媒体营销实务》一体化工作页开发研究

Research on the Development of the Integrated Workpage of"Automotive New Media Marketing Practice"based on the Background of New Media

随着抖音、快手等新媒体销售的兴起,越来越多的新媒体应用到各大销售行业,而汽车销售作为实体店销售行业,也积极拓展了抖音直播销售、小红书营销、微博产品推广等新媒体销售渠道。作为培养毕业即就业的职业院校来讲,在培养汽车营销专业学生职业能力时也应紧跟企业需求,在传统的顾问式销售的基础上增加新媒体销售能力培养,因此本论文以汽车营销专业国家技能人才培养工学一体化课程标准为基础,结合汽车新媒体销售现状,浅析汽车新媒体销售实务如何进行一体化工作页的开发与设计,为职业院校培养汽车营销专业学生奠定一定基础。

With the rise of new media sales such as Douyin and Kuaishou,more and more new media are applied to major sales industries,and automobile sales,as a physical store sales industry,has also actively expanded new media sales channels such as Douyin live sales,Xiaohongshu marketing,and Weibo product promotion.As a vocational college that cultivates employment after graduation,it should also keep up with the needs of enterprises when cultivating the vocational ability of automobile marketing students,and increase the training of new media sales ability on the basis of traditional consultant sales.Therefore,this paper is based on the national curriculum standard for the integration of engineering and learning for the training of skilled personnel in automobile marketing,combined with the current situation of automobile new media sales,and analyzes how to develop and design integrated work pages in the practice of automobile new media sales,so as to lay a certain foundation for vocational colleges to train automobile marketing students.