汽车的网络销售策略分析

汽车的网络销售策略

摘要

汽车网络销售作为互联网+背景下汽车行业一种新兴的销售模式，与汽车的传统销售渠道和模式有很大区别。网络销售模式以其独特的优势而日益受到各大汽车厂商的重视，近年来中外汽车厂商跃跃欲试，纷纷使出浑身解数企图在汽车网络销售领域这个新业态分一杯羹。本文在第二部分简要阐述国外汽车网络销售现状，重点介绍国现状。国的吉利汽车和国外的特斯拉汽车公司在汽车网络销售领域走在前列。第三部分着重从汽车售后服务没有保障、汽车物流网络不健全、网购支付环境不安全、汽车品牌基础差、网络营销策略缺乏创新、网购汽车消费群体尚未形成六个方面分析我国现阶段汽车网络销售中存在的问题，并深入探究存在这些问题的原因。第四部分针对第三部分存在的问题提出了浅显的解决措施。以期对我国汽车网络销售的快速健康成长起到推动作用。

关键词：汽车行业；网络销售；营销策略

Abstract

Automotive Internet sales as the automotive industry in the context of the Internet+ a new sales model，increasing attention by the major automobile manufacturers in recent years， Chinese and foreign auto manufacturers eager to have resorted to every means to attempt in the automotive field of network marketing share. In the first part of this article briefly describes the status quo of domestic and foreign car sales network, focusing on the domestic status quo. China's Greeley and abroad the forefront of Tesla Motors in the automotive field of network marketing. The second part focuses on the present stage automotive Internet marketing problems and delve into the reasons for the presence of a doctor problem. China's auto sales nascent network，to be further improved. Reason laws and regulations related to the imperfect automotive network sales，automotive logistics network is not perfect，safe online shopping environment, there is no guarantee car service，auto online shopping consumer groups are not formed and so restrict the further development of China's automobile sales network. The third part of the problems for the second part of the measures put forward to solve. From a sound car sales network of laws and regulations to protect online shopping car service quality，establish and improve the logistics network，improve the online shopping environment，cultivation of cars online shopping population plain and put forward suggestions. With a view to rapid and healthy growth of China's automobile sales network played a role. That the car industry enterprises relying on portals and vertical websites of online marketing， application FEA integrated marketing communication network，soft paper marketing， word of mouth marketing，internet marketing strategy, will effectively improve the efficiency of corporate marketing activities, and enhance market competitiveness.

Keywords:Internet sales; automotive industry; marketing tactics

目录

1绪论 (4)

1.1研究背景 (4)

1.2研究意义 (5)

1.3研究思路与论文框架 (5)

2汽车网络销售的现状 (6)

2.1汽车网络销售与汽车传统销售模式的区别 (6)

2.2汽车行业网络销售的优势 (7)

2.3国外汽车网络销售现状 (8)

3我国汽车网络销售存在的问题 (10)

3.1售后服务问题 (10)

3.2汽车物流网络不健全 (10)

3.3网络支付环境存在隐患 (11)

3.4汽车品牌基础较差 (11)

3.5汽车网络销售策略缺乏创新，网络营销人才匮乏 (12)

3.6汽车网络销售法律法规不完善 (12)

4推进汽车网络销售快速健康发展的措施 (13)

4.1提高售后服务质量 (13)

4.2完善汽车物流体系 (13)

4.3改善网络支付环境 (14)

4.4提高汽车品牌知名度 (14)

4.5创新汽车网络销售策略，培养汽车网络销售人才 (15)

4.6完善与汽车网络销售相关的法律法规 (15)