【作者】 陈倩；

【导师】 张慧颖；

【作者基本信息】 天津大学 ， 工商管理（专业学位）， 2016， 硕士

【摘要】 根据CNNIC显示,85后目前占比购车总人数的21%,据预测,在2020年90后的购车占比将上升到39%,新的消费群体的消费观、消费行为将会对汽车车企业现有的媒介营销环境带来变革。互联网和移动互联网的发展,推动了网络营销和汽车网络营销的发展,随着媒介环境变化以及在‘互联网+’背景下,汽车网民行为与触媒习惯的改变,诞生了新的营销模式--AISAS模式(其中A是Attention引起注意,I是Interest激发兴趣,S是Search主动搜索,A是Action达成行动,S是Share信息分享,简称AISAS模式)。在我国汽车市场中,乘用车市场平稳上升,SUV高速发展,一些强有力的自主品牌和合资品牌开始强势拉升争夺市场份额,S车型作为H公司主导车型,肩负着全年的销售任务。通过对S车型竞品车型分析,竞争车企的剖析,利用STP理论细分市场,找到适合S车型的缝隙市场,在大数据的背景下对人物形象的划分找到S车型的发力点,明确产品定位,以期在数字营销上,在新的AISAS营销模式下,发觉S车型营销的机会,力求达到最大化,直击购车人群的痛点,增加H公司品牌的网络露出。从而在网络营销层面助力于S车型的2015年全年的销售任务的实现。更多还原

【Abstract】 According to CNNIC show,85 after the total number of car buyers accounted for 21%,according to the forecast,in 2020 after 90 will rise to 39% of the car,the new consumer groups consumption concept,consumer behavior will have a change in the existing media marketing environment for automotive vehicles.The development of Internet and mobile Internet,promote the development of network marketing and auto network marketing,with the change of media environment as well as in the "Internet +" background,car users behavior and catalyst habits change,the birth of a new marketing mode--AISAS mode(where A is the Attention,I Interest is to attract attention,to stimulate interest in S Search A is an active search,Act action,S is Share information sharing,referred to as AISAS model).In the market of our country car,passenger car market steady rise,SUV high-speed development,some strong independent brands and joint venture brands started strong pulled compete for market share,s models as H car leading models,shouldering the annual sales task.Through the model s competing products models analysis,competition car prices in the analysis,makes use of STP theory,market segmentation,find a suitable s models of niche market,under the background of big data division of the characters find the force point of S models,clear product positioning,in order to in digital marketing,under the new AISAS marketing model found the opportunities of marketing S models,and strive to achieve the maximization,watch car crowd pain points,increase H automobile brand network exposed.So as to help in the network marketing level of the 2015 annual sales of the S model.更多还原