X汽车经销集团网络社区营销模式的研究.doc

PAGE PAGE 39 X汽车经销集团网络社区营销模式的研究 摘要 网络社区具有匿名性和互动性的交流特点，可以满足个性化的思想表达，不受时间和空间限制，因而吸引着数以亿计的网民，他们构成具有相当规模购买力的消费群体；网络社区拥有社区成员的大量数据和信息，包括成员注册的私人信息和社区中的公开交流信息，透过这些数据和信息分析，有助于准确了解社区成员的消费心理、行为和价值取向，识别消费者的需求；网络社区是一个社会和商业信息的传播平台，成员可以来自世界各地，一个信息几乎可以无成本同时传遍触及世界每个角落，大大减少了信息的搜索成本，这些都意味着网络社区拥有巨大的潜在价值；网络社区是一个很好的商业平台，服务商家可以在这样的平台上售卖自己的优质服务和产品。 网络社区营销模式是近些年才被部分学者提出来，并且在小米营销模式中得到很成功的应用。作为汽车营销集团的利润随着各种因素的影响，变得越来越低，甚至已经达到了难以为继的边缘，创新营销模式、转变营销策略来改变现状已迫在眉睫。本文借鉴小米网络社区营销模式的经验，拟建汽车网络社区营销模式，运用SWOT分析方法分析对比两者的共性（用户群体都比较大）和差别（汽车网络社区营销模式相关的产业链比手机的产业链复杂）等，在充分研究小米社区营销模式利弊的基础上，综合性提出在建设汽车网络社区营销模式的过程中应重点注意的事项，以期提升汽车网络社区营销模式的效用性和价值性，也为今后相关的研究提供理论参考。 关键词：网络社区营销模式汽车营销集团小米 SWOT分析 Abstract Online communities have the characteristics of anonymity and interactive communication, can satisfy personalized ideas, not restricted by time and space, thus?attracted hundreds of millions of Internet users, they constitute a considerable scale of purchasing power of consumer groups; Network community with a large amount of data and information?of community members, including members of the registration of personal information and open information exchange in the community, through the analysis of these data and information, help to accurately understand the consumer psychology of community members, behavior and value orientation, to identify the needs of consumers; Network community is a?social and business information communication platform, members can come from all over the world,?an information can almost no cost spread through touchingevery corner of the world at the same time, greatly reduces the information search costs,?which means the network community has a large potential value; Network community is a very good business platform, service businesses can on the platform selling services and products of high quality. Network marketing mode of community is was put forward by some scholars in recent years, and got very successful application in millet marketing model. As the profits of the automobile marketing g