网上s店汽车网络营销整合平台（Online network marketing integration platform Automobile S shop）

1、网上4s店汽车网络营销整合平台（Online network marketing integration platform Automobile 4S shop）Part of the content of the paper published in the sales and marketing (Marketing Edition) 2009 FourthOnline shop: Automobile network marketing integration platformAuto 4S shop has become the main channel of car market.

2、In recent years, with the development of information technology, especially the popularity of the network, greatly broadens peoples access to information channels, and the network has almost become the main channel for consumers to understand automotive products and brands, consumers through the net

3、work to understand the car market, the choice of models and businesses etc. After the car dealers began to take the network marketing of this new marketing mode. Network marketing can give full play to the advantages of the enterprise and the customer to communicate with each other, and the enterpri

4、se can provide customers with personalized service, more humanized marketing mode is a new, interactive.The U.S. subprime mortgage crisis triggered by the financial tsunami has spread to the mainland Chinese, ferocious financial crisis produced unusually big impact to the automotive industry, automo

5、tive marketing winter has sounded the clarion call. In the face of the automobile market downturn, car manufacturers and distributors are looking for new marketing strategies and solution.By exploring the integration of various resources of the traditional 4S shop and network marketing combine autom

6、obile marketing to find a new marketing channel - 4S online store.In November 13, 2008 Sina launched its first China integration of a number of advantages of resources, to subvert the traditional marketing concept of the new Car Buying tool - 4S online store. This is a new way of using Webex Car Buy

7、ing, collaborative powerful, through the integration of text, pictures, video, audio, interactive, network navigation and other means of demonstration, completely subvert the traditional industry Car Buying, brought a great change to the car terminal sales market.The online 4S store as a kind of aut

8、omobile network marketing revolutionary integration platform, it is through the whole process simulation of the line car, let the car both buying and selling at home can be realized under the condition of online car, car, consulting, order generation of the whole process, the breakthrough time and s

9、pace constraints, easy to complete the whole process of the car Car Buying, special offers and can also enjoy various line 4S not store. For example, are provided by Sina automobile manufacturers special online 4S store 550 owners can buy Roewe limited edition. Can be said that the online 4S store n

10、etwork unique 3D display and interactive function to acme, the automobile manufacturers brand display demand and dealer sales demand also realized the organic combination of the online 4S store, to promote the integration of the terminal sales. With the traditional automobile 4S shop sell mode compa

11、red to active and interactive network marketing will bring a new change of marketing mode for the automotive industry.The online 4S store this new Internet based marketing platform, is a perfect combination of breadth and depth of the automobile network marketing. It is to make full use of network i

12、nteraction, such as extensive basis, integrate the advantages of resources in one, set up a communication bridge between the best for the automobile manufacturers, dealers and consumers, opening a new chapter of electronic and digital marketing.Interaction between the audience and the brand: a compr

13、ehensive display of the brand, a comprehensive understanding of the audience4S online shop as a new network Car Buying tool, it has extraordinary significance for producers, sellers and consumers. It subverts the traditional Car Buying way through the integration of resources to meet the full range

14、of manufacturers of brand display demand and vendors on sales demand, at the same time the maximum extent to meet the diverse needs of consumers.Automotive products belong to relatively sophisticated products, consumers will need to collect relevant information, have a comprehensive understanding of

15、 the product and the brand, the network has become the mainstream of the acquisition of automobile information channels, and as the automobile network marketing integration platform, launched the online 4S store, just to meet consumer demand in this area. They are not restricted by time and space,Th

16、e Internet at any time to see cars, cars and evaluation of online communication, so that the audience to fully understand the products and brands. The online 4S store by giving full play to the advantage of network platform, to establish a win-win interaction, and consumer marketing mode.Compared wi

17、th the traditional automobile marketing mode, the biggest advantage of online 4S store is the integration of text, images, audio, video and network technology, especially the networks unique 3D function provides innovative marketing platform for the promotion and publicity of the manufacturers brand

18、. 4S online store to play their own integration advantages, 3D images and three-dimensional images not only bring the audience a completely new feeling, the visual effect is more three-dimensional, intuitive, is brought to the user a site experience. The online 4S store gallery by giving full play t

19、o the advantages of 3D technology, multi dimension and let the car show in front of the audience, more intuitive feel of the cars overall appearance, body structure and space travel, to fully display the brand.In 2 the brand era, interactive marketing will become a new weapon for enterprise marketin

20、g. With the sales staff of online video and audio communication on the Internet through the 4S store, can realize the user instant and between manufacturers or distributors of information communication and interaction, understanding the details about the product and brand information and Car Buying

21、link, the maximum extent to meet the needs of the audience. Sina launched the online 4S store, in room Webex, the user can directly with audio, video and other online sales consultants to achieve online interactive communication, the audience and the brand, let the audience have a detailed and compr

22、ehensive understanding of the brand.The online 4S store through the integration of the advantages of resources, it not only makes the brand a comprehensive display, so that the audience to have a full understanding of the brand, and create a strong brand strength and product strength.Interaction bet

23、ween the audience and the audience: ofreputation share, share the test drive experienceThe rapid development of Internet, more and more consumers through the network to understand the news, online shopping, information exchange and sharing. The advantage of core resources and network marketing is th

24、e largest interactive, it can not only make sellers and consumers interact with consumers, consumers can also interact, and jointly promote the interaction of consumers cognition and understanding of products and brands.The online 4S store through the integration of video and audio features, constru

25、ction experience and exchange platform, to build a bridge between the audience and the audience to communicate and exchange interaction, so that consumers can see the edge at the same time in the instant with netizens online, exchange ideas, and evaluate each others feelings, the successful implemen

26、tation of the interaction between the audience and the audience. Such as Sina 4S online shop through the bottom left of the page wocall plug-in, can browse the same page with the current users online exchange. In addition to interact with online users, consumers in the car can also through the appea

27、rance and details of evaluation, so as to communicate with friends.Exchange and interaction between the audience and the audience, can produce huge public effects. Many consumers will have the main attention Car Buying evaluation, reviews, in view of the car before Car Buying, forum and blog users i

28、s how to say. Word-of-mouth marketing in the era of network marketing becomes more and more important. It is the use of word-of-mouth to maintain product and brand vitality. Word of mouth marketing emphasis and focus on consumers and consumers spread to many, it is from the audience, will feedback t

29、o the marketing demands of the audience, the effective use of network interactive and dissemination of a wide range of advantages, the needs and demands of the audience marketing combination, to expand the influence of consumers rely on word of mouth, so word-of-mouth marketing and the industry is c

30、alled viral marketing.The online 4S store through online communication and interaction between users, users achieve the reputation of the share, at the same time through the website and forum car car club, the user can see the evaluation of various models of users, provides a valuable reference to c

31、onsumers, expand the influence. Such as Sina 4S online shop launched, word-of-mouth reputation list report and automobile forum,To improve the user through word-of-mouth communication products and brand awareness and influence, establish a brand image.With the arrival of the era of experience market

32、ing, enterprises are increasingly focusing on the use of the purchase experience and consumer experience began on stage. The experience marketing emphasizes and audience communication and emotional communication, let the audience feel the new experience of self marketing charm. Let the audience to a

33、ctively participate in, by creating valuable and effective customer experience, achieve perfect user experience. The father of marketing Kotler said under the trend of Web2.0, we hope to have a method, is to let consumers not only become your customers, but also bring you new consumers.The online 4S

34、 store with a strong network advantage, through the 3D display that allows users to understand the actual feeling of the occupants of the vehicle, to achieve the users online test drive experience sharing.Integrated marketing and communication: communication and integration of online and offline sal

35、esAccording to the 2008 annual China Internet market data released shows that the integrated portal of automobile brand audience attention with the highest.The online 4S store by integrating the various resources, not only the product and brand in the major portals and mainstream media advertising,

36、product, brand value and marketing concept of maximum range passed to the audience, spread at every touch point of consumers, through various online communication channels and methods. With the combination of offline activities, to provide the best communication effect for the audience. At the same

37、time through marketing major portals, will integrate marketing and communication.Through the online 4S store, will combine a variety of channels and a variety of means of communication, to carry out all-round marketing communication, expand the audience resources for automobile manufacturers and dis

38、tributors. In the integration of online marketing resources and channel resources, play a greater synergy and maximize the use of interactive activities online and offline to meet customer needs, and maximize the interests of consumers to win.The online store 4S successfully completed the massive on

39、line user communication and offline effective docking of the real automobile 4S shop sales, precision marketing. By integrating the advantages of the spread of online and offline sales of the perfect combination, which become a magic weapon for automobile network marketing. In the car, 4S shop onlin

40、e assessment of the car, car, consulting, order generation in one, especially online booking to provide a broader sales platform for producers and distributors. The online 4S stores will be the integration of online communication and offline sales, to achieve double drive car marketing, so that the

41、online 4S store integration marketing winning the future.4S online store financial spread online and offline marketing combination, perfect interpretation by online interactive communication and motivation of sales under the line and then participate in activities. Through the network marketing inte

42、gration and communication platform, sales integration communication online and offline, brings the terminal market to bring new changes.The online 4S shop car, car, financial evaluation, consultation and car orders as a whole, consumers at home can buy their own love cars, which realized the B2C marketing mode to a certain extent.There may be