基于客户需求的汽车营销策略创新措施探析  

Analysis of Innovative Measures of Automotive Marketing Strategy Based on Customer Needs

作　　者：王斌 Wang Bin

机构地区：[1]上汽通用五菱汽车股份有限公司,广西柳州市545007

出　　处：《时代汽车》2023年第23期187-189,共3页Auto Time

摘　　要：随着汽车市场竞争的加剧和消费者需求的多样化,汽车营销策略的创新变得至关重要。本文旨在探讨基于客户需求的汽车营销策略创新措施,研究结果表明,了解消费者需求并提供个性化购车体验,运用数字化技术实施精准营销,建立持续的客户关系管理、关注新兴市场和新型消费者群体等措施,可以有效创新汽车营销质量,并提高销售效果和客户满意度。本研究为汽车行业提供了实用的指导,以适应竞争激烈的市场环境。With the intensification of competition in the automotive market and the diversification of consumer demand,the innovation of automotive marketing strategies has become crucial.The purpose of this paper is to explore the innovative measures of automobile marketing strategy based on customer needs,and the results show that measures such as understanding consumer needs and providing personalized car buying experience,implementing precision marketing using digital technology,establishing continuous customer relationship management,and focusing on emerging markets and new consumer groups can effectively innovate the quality of automobile marketing and improve sales effectiveness and customer satisfaction.This study provides practical guidance for the automotive industry to adapt to a competitive market environment.

关 键 词：汽车营销策略 客户需求 个性化营销 

分 类 号：F42[经济管理—产业经济]