汽车网络营销策略研究

Research on Automobile Network Marketing Strategy

本文首先综述了我国汽车网络营销现状,对目前存在的问题如消费者信任程度低,销售网站功能不完善,网络营销成交率低等作了具体阐述,同时提出应实行网络营销多渠道策略,口碑和品牌营销策略和健全网站功能等策略,对汽车网络营销有一定的理论指导和现实意义。

Firstly, this paper summarizes the present situation of automobile network marketing in China, and expounds the existing problems such as low degree of consumer trust, imperfect function of sales website, low transaction rate of network marketing and so on. At the same time, it is suggested that the strategy of multi-channel, word-of-mouth and brand marketing, and the improvement of website function should be carried out, which has certain theoretical and practical significance for automobile network marketing.