奇瑞捷豹路虎網路行銷戰略研究

Abstract

隨著時代的推移，以80後、90後為主的時尚成功人士開始成為社會消費的主力。時尚成功的消費者伴隨著中國改革開放和互聯網的普及長大，在消費習慣上與60、70後的消費者有著明顯的不同。時尚成功消費者更加注重產品個性化和體驗性，偏愛運用網路收集資訊、貨比三家，同時對品牌的重視程度更強。奇瑞捷豹路虎作為一家豪華車製造企業，也需要抓住這一消費習慣改變帶來的機遇，增加數位放投投入，運用網路行銷方式，大力拓展網上管道，在數位化管道上與年輕消費者塑造緊密關係，縮小與一線豪華車品牌的差距甚至趕超。 本文通過對戰略管理理論，行銷管理理論和網路行銷理論知識的梳理，在此基礎上運用PEST分析，消費者分析，SCP分析，競爭對手分析和內部資源分析等方法分析了奇瑞捷豹路虎所面臨的外部環境和獨具的內部資源。然後運用SWOT分析對環境中的機會和威脅，公司內部的優勢和劣勢進行了梳理，得出奇瑞捷豹路虎的銷量規劃以及實現方案，主要建立網路整合行銷這來實現戰略目標。具體的網路行銷戰略是在未來10年內，以時尚成功中產階級為主體，以技術進步和網路管道建設為兩翼，打造時尚舒適豪華車品牌，促進豪華車市場現有的ABB市場格局向ABB+JLR格局轉變。 最後本文從組織流程設計，財務資源建設，文化培養三個方面為新的奇瑞捷豹路虎網路行銷戰略進行保障。本文為處於行業中的二線品牌超越領導者提供了借鑒，即在保持自身原有客戶的同時，抓住環境中的機遇，進行整合行銷，從而提高市場佔有率。

With the past of time, the new generation born in 80s and 90s becomes the main consumer of society. Along with China's reform and development and the popularity of the Internet, consumers of this generation have different consumer habits compared with consumers born in 60s and 70s. The new generation pays more attention to product personalization and experience, they prefer to use the digital to collect information, compare price and pay more attention to brand popularity. Chery Jaguar Land Rover, as a luxury car manufacturer, needs to seize the opportunity of this consumption habits change, use digital marketing, and vigorously develop online channels. Then it can narrow the gap with first-line luxury car brands. Based on the analysis of strategic management theory, marketing management theory and digital marketing theory, PEST analysis, consumer analysis, competitor analysis and internal resource analysis used to analyze the external environment and internal resources faced by Chery Jaguar Land Rover. And then use the SWOT to analyze the opportunities and threats in the environment, the company's strengths and weaknesses. According to the analysis of SWOT, Chery Jaguar Land Rover cars should take differentiation strategy and use digital marketing to achieve strategic objectives. The specific marketing strategy is to target the new generation of middle class as the main market, with technological progress and online channels as two wings, to create fashionable and comfortable luxury car brand and promote the luxury car ABB market structure change to ABB + JLR pattern in the next 10 years. Finally, we use organizational process design, financial resources and cultural training to ensure the implement of digital marketing strategy of Chery Jaguar Land Rover in this article. This article provides a reference for the second-tier brands to surpass the first-tier brands, that is seizing the opportunities in the environment, opening up new channels while maintaining its original customers, thereby increasing market share.