我国汽车企业网络营销发展策略探析1QgpqL7E.docVIP

郑州交通职业学院 毕 业 论 文 论文题目：我国汽车企业网络营销发展策略探析 所属系别 专业班级 姓　　名 学　　号 指导教师 撰写日期 2013 年 03 月 摘 要 汽车网络营销是汽车营销中的一个全新领域，汽车消费者的复杂型购买行为及年轻化趋势使汽车企业可以通过网络营销活动促成营销目标的实现。本文以网络营销知识为基础，对我国汽车网络营销现状及优、劣势进行了分析，并对其发展对策进行了探讨：认为汽车企业依托门户网站和行业垂直网站开展网络营销，应用FEA网络整合营销传播、软文营销、口碑营销等网络营销策略，将有效提高企业营销活动的效率，增强市场竞争力。 关键词：汽车企业， 网络营销， 软文营销， 口碑营销， 企业， 顾客 Abstract Automotive network marketing is a new field of automotive marketing, car complex consumer buying behavior and getting younger and younger auto companies can contribute to the realization of marketing objectives through network marketing activities. Network marketing knowledge, Chinas automotive internet marketing, and the advantages and disadvantages are analyzed, and its development countermeasures were discussed: that the auto companies relying on portals and vertical sites to carry out network marketing, FEA network integrated marketing spread, soft paper marketing, word of mouth marketing network marketing strategy, will effectively improve the efficiency of the enterprise marketing activities, and enhance market competitiveness.Key words: auto companies ,network marketing, the soft article marketing, word of mouth marketing, corporate, customers 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc353194257 1 引言 PAGEREF _Toc353194257 \h 1 HYPERLINK \l _Toc353194258 2 我国汽车网络营销模式的发展 PAGEREF _Toc353194258 \h 1 HYPERLINK \l _Toc353194259 2.1我国汽车营销模式的发展 PAGEREF _Toc353194259 \h 1 HYPERLINK \l _Toc353194260 2.2我国汽车网络营销的现状 PAGEREF _Toc353194260 \h 2 HYPERLINK \l _Toc353194261 3我国汽车行业网络营销发展方向 PAGEREF _Toc353194261 \h 3 HYPERLINK \l _Toc353194262 3.1自身网络站点建设 PAGEREF _Toc353194262 \h 3 HYPERLINK \l _Toc353194263 3.2搜索引擎营销 PAGEREF _Toc353194263 \h 4 HYPERLINK \l _Toc353194264 3.3综合门户推广 PAGEREF _Toc353194264 \h 4 HYPERLINK \l _Toc353194265 3.4专业汽车站点推广 PAGEREF _Toc353194265 \h 4 HYPERLINK \l _Toc353194266 3.5博客的应用和播客营销 PAGEREF _Toc353194266 \h 5 HYPERLINK \l _Toc3531942