A Research Of Business Transition On Automobile Vertical Website

With the development of online auto market,the Automobile Vertical Website has gone through the development process from a single-service specialized platform to a multi-service integrated vehicle platform,and has become a full-service platform covering all the automobile trade chains.Based on different initial positioning,the transformation of Automobile Vertical Website business model presents two typical "reverse-following" paths,one is from the advertising based on contents to sales leading,e-commerce,and the other is from e-commerce to sales leading,advertising based on contents.Among Automobile Vertical Websites business model of these two different transitional paths,there are three obvious differences on the initial positioning,business system and shares of the same income.Nevertheless,they ultimately present the same developmental trends: building platform business model based on bilateral markets,the new growth of advertising and sales relying on Auto Electric Business,becoming the major income in the future with upgraded trading liquidity.As for the transition of Automobile Vertical Website business model,the basic driving force comes from the developmental level of online automobile market.In the early stage,Auto Vertical Portal pioneers couldn't make profits,because of the small online auto market,their weak profitability as well as the single initial positioning.Afterwards,based on its role-eliminating information asymmetry through the auto trade process,Automobile Vertical Websites expended the initial business model,introduced the sales service of Digital marketing,achieved thegoal of Precision Marketing,Digital Marketing becomes the new and common revenue growth of different initial positioning.The Automobile Vertical Website has been formed,but will suffer cover competition from the Internet giant and car manufacturers.On the one hand,it can respond to the two-dimensional competition from the macro strategy,on the other hand,optimize the existing profit structure on the micro-tactics to lay the competitive advantage.