上汽荣威新能源汽车网络营销方案的研究.pdfVIP

AUTO AFTERMARKET | 汽车后市场 上汽荣威新能源汽车网络营销方案的研究 俞海红 浙江经贸职业技术学院 浙江省杭州市 310018 摘 要： 汽车网络营销是未来发展的趋势，文章以上汽荣威新能源汽车为研究对象，调研了杭州荣欣 4S 店网络营 销的现状，探讨了网络营销发展中存在的问题，提出了一些网络营销实施办法。荣欣 4S 店要把网络营销 工作做实，利用好汽车之家等第三方平台，宣传荣威品牌文化价值，在网站上充分展示产品和服务，与客 户进行及时深入的互动，设计客户邀约话术，提升网络客户邀约进店率。同时，对荣威汽车消费者进行问 卷调查，用市场调研的方法，研究上汽荣威新能源汽车所对应的目标消费者的喜好、需求及类型等，为网 络营销方案提供准确的客户数据分析。 关键词： 荣威　新能源汽车　网络营销　发展　方案 Research on SAIC Roewe New Energy Vehicle Network Marketing Scheme Yu Haihong Abstract Automobile network marketing is the trend of future development. Taking SAIC Roewe new energy automobile as the research object, this paper ： investigates the current situation of network marketing in Hangzhou Rongxin 4S Auto Shop, discusses the problems existing in the development of network marketing, and puts forward some implementation methods of network marketing. Rongxin 4S Auto Shop should do a solid job in network marketing, make good use of third-party platforms such as auto home website, publicize the cultural value of Roewe, fully display products and services on the website, conduct timely and in-depth interaction with customers, design customer invitation scripts, and improve online customers invitation rate. At the same time, we conducted a questionnaire survey on Roewe consumers, and used the method of market research to study the preferences, needs and types of Roewe new energy vehicles consumers, so as to provide accurate customer data analysis for the network marketing scheme. Key words：Roewe; New energy vehicles; Network marketing; development; program 1　前言 上时代发展的步伐。 工影响，客户不愿意来实地看车，荣欣 4S 店 随着汽车产量和销售数量的增多，由此 的到店客户数急剧下降，原本坐在店里等客 2　上汽荣威汽车网络营销现状 带来的能源消耗和环境污染问题越来越严重， 户上门的销售方式，现时已行不通了。荣欣 为此，环保