Design And Implementation Of A Digital Automobile Marketing System

In the global economic integration deepens, increasingly fierce competition environment among the auto industries at domestic and overseas, the key of automobile marketing is to grasp the rapidly changing market information and personalized customer demands. The company can make a corresponding decision in time and adjust the marketing strategy and direction. The advanced and digital marketing mode provides a strong guarantee for the automotive industry sustainable highly development, and is an important methods to improve the core competitiveness of enterprise.By conducting investigation of several4S shops, such as Dalian Zhong Sheng Star Benz, and analysis the existing marketing system, we found the trend that the customer demand becomes more personality, automobile marketing business processes becomes more complex and the process of marketing becomes more specialization. However, the existing marketing system cannot to manage the whole marketing process and the data sharing between multiple marketing system is dissatisfied. What’s more, the assistance that system provides for manager decision is still inadequate. In this paper, we design a state of art digital automobile marketing system which can manage massive data efficiently and standardize business processes while storage and analysis the customer information to help the user to make decision.The system can be divided into seven sub systems:front desk reception, sales promotion tools, financial analysis, marketing decision, general manager, after-sale service and CRM. There is a close relation among each subsystem, marketing decision module needs to develop targeted marketing strategies using customer information; customer relationship management module needs to come from sales consultant and the reception customer information; financial analysis module needs to develop financial information table according to the marketing decision-making and sales performance; general manager can check the important information of other modules.In this paper, we study the system in strict accordance with the software engineering idea and use the modular design idea and the typical MVC architecture. Using Microsoft Visual Studio2010as an integrated development environment, using MFC as the framework of system development, and using the ADO (ActiveX Data Objects) Data object access MySQL database. In order to improve the development efficiency, this thesis will encapsulate subsystems of sharing function and import the DLL (dynamic link library) for the connection between the modules.Through the integration of the subsystem of digital marketing system, the system realizes the enterprise marketing business process standardization, data sharing, information transfer, and enhancing the efficiency of the work. The system for automobile marketing management provides a strong support on technology and strategy, improves the staff’s work enthusiasm, and further strengthen the auto enterprises core competitiveness in the field of marketing.