我国汽车企业网络营销发展策略探析(2).doc

word文档整理分享 参考资料 摘 要 中国加入WTO后，面对国际竞争国内化、国内市场国际化的严峻形势，我国的汽车工业如何面对世界主要汽车厂商在资金、技术、管理、营销等各方面的强力竞争， 如何使我国的民族汽车工业得到进一步的发展与壮大， 能够在世界汽车产业发展的大舞台中占领一席之地，既是一项极为紧迫的任务，又是一个需要深入研究的课题。从当前我国汽车产业发展的实际情况来看，加快电子商务的发展与应用无疑是提高汽车企业市场适应能力和竞争实力的重要途径。因此，研究汽车产业网络营销的发展具有十分深远的意义。 关键词：汽车网络营销，电子商务，汽车营销，网络营销分析 Abstract Chinas accession to the WTO, the face of the international competitiveness of domestic, international and domestic markets of the grim situation, Chinas automobile industry how to face strong competition from the worlds major automobile manufacturers in the capital, technology, management, marketing, how to make our countryfurther development and strengthening of the national auto industry, to occupy a place in the big stage of the development of the world auto industry, is both an extremely urgent task, but also a need for in-depth study. From a practical point of view of the current development of Chinas automobile industry, to speed up the development and application of e-commerce is undoubtedly an important way to improve the auto companies market adaptability and competitiveness. Therefore, to study the development of the automobile industry of network marketing has far-reaching significance.Key words: automotive network marketing, e-commerce, automotive marketing, network marketing 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc353268000 1 引言 PAGEREF _Toc353268000 \h 1 HYPERLINK \l _Toc353268001 2汽车网络营销的发展现状 PAGEREF _Toc353268001 \h 1 HYPERLINK \l _Toc353268002 2.1网络营销费用投放逐年递增 PAGEREF _Toc353268002 \h 1 HYPERLINK \l _Toc353268003 2.2主要汽车厂商投放媒体类型变化 PAGEREF _Toc353268003 \h 2 HYPERLINK \l _Toc353268004 2.3基于网络的新营销方式层出不穷 PAGEREF _Toc353268004 \h 2 HYPERLINK \l _Toc353268005 2.4富媒体的表现性保持主流地位 PAGEREF _Toc353268005 \h 2 HYPERLINK \l _Toc353268006 2.5通过无线营销主动推送信息 PAGEREF _Toc353268006 \h 2 HYPERLINK \l _Toc353268007 2.6汽车行业网络营销没有形成有效的整体策略 PAGEREF _Toc353268007 \h 3 HYPERLINK \l _Toc353268008 2.7跨媒体整合不到位 PAGEREF _Toc353268008 \h 3 HYPERLINK \l