Research On Intelligent Marketing Of Dongfeng Nissan Automobile 4S Store In Internet Era

As a basic and pillar industry of the national economy,the automobile industry has a rising proportion in China's industry and has a strong pulling effect on the national economy and people's social life.The rise of multinational corporations has enabled a large number of joint venture vehicles to take root in China and begin to develop gradually.Among them,Nissan Motor opened its sales market in China with its unique development model and marketing concept based on its own advantages and international marketing strategy.During the development history of Dongfeng Nissan,it experienced a period of vigorous development of the demographic dividend.The production and sales volume has reached record highs,and the overall price has remained stable and declining.In the development,research on the characteristics of automobile market price changes,master the rules of market operation,and effectively carry out macroeconomic regulation and control.With the advent of the Internet era,offline sales have gradually turned to online,and opportunities for automobile sales have also brought challenges.Dongfeng Nissan Motor Co.,Ltd.is facing a transition from traditional marketing mode to smart marketing mode in the Internet era.This article focuses on the Dongfeng Nissan automobile marketing model to explore what is smart marketing? How to propose smart marketing? What is the countermeasure for smart marketing? How to achieve smart marketing?In the research on the Dongfeng Nissan marketing model,in response to the above questions,I use the literature research method,the qualitative research method,the experience summary method,etc.,to summarize the specific definition of smart marketing,and the smart marketing model for Dongfeng Nissan.Specific implementation measures.The textual thinking is divided into five chapters.The first chapter is an introduction,which briefly describes the research background and research significance of the paper,and references the literature to clarify the research ideas,methods,contents and deficiencies.The second chapter is about the theory and background analysis,briefly introduces the theory and application of the theory of classic marketing and smart marketing,and analyzes the social background advantage of implementing smart marketing.The third chapter Dongfeng Nissan Automobile Marketing Status Analysis and Smart Marketing Strategy,combined with the marketing model of Dongfeng Nissan's offline 4S shop,analyzes the marketing status of Dongfeng Day product brand and proposes smart marketing-big data,multimedia,new ideas,diversity And other strategies.The fourth chapter Dongfeng Nissan Automobile 4S shop smart marketing strategy implementation-marketing management system,network environment,marketing team,corporate culture and other implementation programs.The fifth chapter summarizes the research conclusions and countermeasures,and summarizes the main research conclusions and related research suggestions and future prospects.Through the above research,this paper draws the conclusion that the advantages of smart marketing environment are significant,"Internet +" helps transform the marketing model,the traditional model shifts to the big data model,precision marketing occupies the marketing market,and analyzes the distribution and preferences of car users through big data.Customer demand-oriented,accurate delivery in the vertical dimension and volume dimension,broaden the diversified marketing channels,and finally create a contact-type smart technology exhibition hall to provide customers with a pleasant experience,realize human-computer interaction and increase transaction volume.However,this research also has its shortcomings.Since the VR technology has not yet been fully applied,the construction of the smart touch exhibition hall cannot fully meet the needs of dealers and consumers at present,and the regional development is not balanced,and the overall quality of personnel is seriously differentiated.The smart touch exhibition hall is difficult to comprehensively Implement unified promotion.However,in the future development of car sales,smart showrooms will bring a new touch experience to car consumers.