【作者】 陈伟；

【导师】 戴亦一；

【作者基本信息】 厦门大学 ， 工商管理（EMBA）（专业学位）， 2021， 硕士

【摘要】 汽车垂直媒体是以汽车领域专业内容为主体的传播载体。汽车及相关市场是一个规模巨大的市场,涵盖设计、制造、营销、服务等多个环节,作为汽车营销重要环节之一的汽车垂直媒体机构众多,在汽车营销中的地位也越来越重要。移动新媒体的兴起使得移动汽车垂直媒体在整个汽车垂直媒体中发展最为迅猛,已经成为汽车营销的主阵地之一,汽车垂直移动新媒体机构面临的市场环境也呈现出诸多变化,因此,汽车垂直移动新媒体机构营销体系研究这一课题具有普遍意义。本文以汽车垂直移动新媒体机构——“汽湃”机构为案例进行分析研究,共分为六章:第一章是绪论,主要是对本项研究的方式及研究进行说明的内容。第二章是研究问题的界定,主要对研究主体进行描述,包括汽车垂直移动新媒体的概念与演变。第三章是汽车垂直媒体机构的营销环境分析,是本项研究的重要部分,全面分析研究行业的各种外部因素。第四章是“汽湃”的营销体系现状,对“汽湃”机构的营销现状进行梳理。第五章是“汽湃”营销体系提升,是在“汽湃”机构营销得失分析的基础上,提出调整改进方案。第六章是结论与不足,从本项研究的出发点、结论和不足三个角度进行总结。在未来市场面临诸多挑战的情况下,“汽湃”机构的下阶段发展目标是,稳定现有市场,同时持续向头部汽车垂直媒体机构迈进,探索从媒体传播到集客营销,成为具备品效合一传播营销解决方案的领先汽车垂直媒体机构。在营销调整改进方面,汽湃在产品策略上着力提升内容产品的竞争力和实施集中化品牌策略,在整合营销传播上运用4i营销理论,更好地体现以客户为中心的思想,达成传播效果。更多还原

【Abstract】 Automotive vertical media is a communication carrer with professional content in the automotive field as the main body.Automobile and related market is a huge market,covering design,manufacturing,marketing,service and other links,as one of the important parts of automobile marketing,there are many automobile vertical media organizations,which play an increasingly important role in automobile marketing.The rise of mobile new media makes mobile automobile vertical media develop most rapidly in the whole vertical media of automobile,and has become one of the main positions of car marketing,the market environment faced by vertical mobile new media of automobile also presents many changes.Therefore,it is of universal significance to study the marketing system of vertical mobile new media organization of automobile.This article takes the vertical mobile new media organization of automobile’Great Auto’ organization as a case study,there are six chapters:the introduction is in the first chapter,and the first chapter explains the value and research methods of this study.The second chapter is the definition of the research problem,mainly describes the research subject,including the concept and evolution of the vertical mobile new media organization of automobile,and the composition of the marketing system of vertical mobile new media organization of automobile.The third chapter is the marketing environment analysis of the vertical media organization of automobile,which is an important part of this study,and comprehensively analyzes the various external factors of the industry.The fourth chapter is the current situation of ’Great Auto’ marketing system,sorting out the current marketing situation of ’Great Auto’organization.The fifth chapter is the improvement of ’Great Auto’ marketing system,which puts forward the adjustment and improvement scheme based on the analysis of the marketing gains and losses of ’Great Auto’ organization.The sixth chapter is the conclusion and deficiency,which is summarized from the starting point,conclusion and deficiency of this study.In the face of many challenges in the future market,the development goal of’Great Auto’ organization in the next stage is to stabilize the existing market,continue to move forward to the head automobile vertical media organization,explore from media communication to customer collection marketing,and become a leading automobile vertical media organization with quality and efficiency combined with communication marketing solutions.In terms of marketing adjustment and improvement,’Great Auto’ focuses on improving the competitiveness of content products and implementing centralized brand strategy,and applies 4i Marketing Theory in integrated marketing communication to better reflect the customer-centered idea and achieve communication effect.更多还原