毕业论文-xx-070042xx-汽车行业数字营销策略分析

南京邮电大学通达学院毕业论文题目：汽车行业数字营销策略分析专业：数字媒体技术学生姓名：XX班级学号：070042XX指导教师：华维慧指导单位：传媒与艺术学院日期：2010年11月16日至2011年6月16日摘要数字营销是最近两年才开始被营销人员广为使用的概念，它的兴起为企业营销开辟了新的战场。数字营销是以互联网、手机和其他互动渠道为基础，利用数字化的信息和数字媒体的交互性来辅助营销目标实现的一种新型的市场营销方式的统称。汽车行业是采用数字营销较早和较多的行业，但是，目前国内外对汽车行业数字营销系统的研究和关注还比较少。论文的目的在于研究汽车行业数字营销策略分析。本文在阅读大量的文献资料的基础上，对数字营销的概念和特征进行了概述，总结出传统营销和数字营销的区别和联系，结合具体案例，介绍了五种典型的数字营销形式。此外，本文分析总结了汽车行业数字营销的现状和发展空间，论证了数字营销在互联网信息技术飞速发展的时代背景下对汽车营销的意义。目前，在汽车行业数字营销的过程中还存在着一些应用误区，如数字化营销计划性欠缺，上下线联动效果不佳等。针对这些误区，本文探讨了市场导向策略、客户关系营销策略、品牌建设与维护策略、完善企业信息化建设策略及数字营销与传统营销整合策略，来指导汽车行业数字营销的开展。关键词：数字营销；汽车营销；应用误区；发展空间；营销策略ABSTRACTDigitalmarketingistheconceptbegantobewidelyusedbythemarketingstaffinlasttwoyears.Theriseofdigitalmarketinghasopenedanewbattlefieldfortheautomotiveindustry,Digitalmarketingisageneraldesignationofthenewwayofmarketingmethodsthatbasedontheintemet，mobilephonesandotherinteractivechannels,utilizingthedigitalinformationandtheinteractiveabilityofdigitalmediatoaehievethemarketinggoals.AutomotiveindustryistheuseofdigitalmarketingearlierandmoreIndustry.However,theautomotiveindustryathomeandabroadonresearchanddigitalmarketingsystemisstillrelativelylittleattention.Thepurposeofpaperistostudytheautomotiveindustryofdigitalmarketingstrategy.Basedonlargeamountofliterature,thispaperoutlinestheconceptandcharacteristicsofdigitalmarketing,sortsoutthedistinctionandcommunicationbetweentraditionalmarketinganddigitalmediamarketing.,describesfivetypicalformsofdigitalmarketingwithspecificcases,.Thensummarizedthestatusoftheautomotiveindustryanddevelopmentofdigitalmarketingspace.Automotivedigitalmarketingdemonstratedthesignificanceofmarketingonthebackgroundoftherapiddevelopmentofinformationtechnology.Currently,therearestillsomeapplicationerrorsintheprocessofdigitalmarketingintheautomotiveindustry.,suchaslackingofplanning,linkageeffectsonthepoorofftheassemblyline,etc.Atlast,thepaperdiscussesthedigitalmarketingstrategiesforthesedeficienciestoguidethedevelopmentofautoindustries.Thispaperdiscussesthemarket-orientedstrategy,customerrelationshipmarketingstrategy,brandbuildingandmaintenancestrategies,improveenterpriseinformationstrategyandintegratingdigitalmarketingwithtraditionalmarketingstrategiestoguidetheconductoftheautomotiveindustrydigitalmarketing.Keywords:Digitalmediamarketing；AutomotiveMarketing；Applicationerror；Development;Marketingstrategy目录第一章绪论.....................................................11.1研究背景..............................................................11.2研究意义..............................................................11.3研究思路和框架........................................................2第二章数字营销相关理论综述.....................................32.1什么是数字营销........................................................32.2数字营销理论基础......................................................32.3数字营销与传统营销的对比..............................................4第三章汽车行业数字营销形式分析.................................63.1网络广告..............................................................63.1.1网络广告概述.......................................................63.1.2网络广告在汽车行业的应用...........................................73.2企业网站..............................................................83.2.1企业网站概述.......................................................83.2.2企业网站在汽车行业的应用...........................................83.3搜索引擎营销..........................................................93.3.1搜索引擎营销概述...................................................93.3.2搜索引擎营销在汽车行业的应用.......................................93.4EMAIL营销.............................................................103.4.1Email营销概述....................................................103.4.2Email营销在汽车行业的应用........................................113.5博客营销.............................................................113.5.2博客营销概述......................................................113.5.2博客营销在汽车行业的应用..........................................113.6社区营销.............................................................133.6.1社区营销概述......................................................133.6.2社区营销在汽车行业的应用..........................................133.7无线营销.............................................................143.7.1无线营销概述......................................................143.7.2无线营销在汽车行业的应用..........................................153.8本章小结.............................................................16第四章汽车行业数字营销的应用现状与发展空间....................174.1数字营销在汽车行业的应用现状.........................................174.1.1数字营销在汽车行业中的作用........................................174.1.2汽车行业数字营销应用现状概述......................................184.1.3汽车行业数字营销应用的不足........................................204.2汽车行业数字营销的发展空间...........................................224.2.1汽车销售的市场潜力................................................224.2.2数字媒介的市场潜力................................................244.3本章小结.............................................................26第五章汽车行业数字营销策略分析................................275.1市场导向策略........................................................