上汽荣威新能源汽车网络营销方案的研究  

Research on SAIC Roewe New Energy Vehicle Network Marketing Scheme

作　　者：俞海红[1] Yu Haihong

机构地区：[1]浙江经贸职业技术学院,浙江省杭州市310018

出　　处：《时代汽车》2023年第4期168-170,共3页Auto Time

基　　金：浙江省教育厅2021年度高校国内访问工程师“校企合作项目”(FG2021107)。

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。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.

关 键 词：荣威 新能源汽车 网络营销 发展 方案 

分 类 号：F42[经济管理—产业经济]