Research On Automobile Marketing Model Of FAW-Volkswagen Hunan Branch Based On “Internet+”

With the continuous development of Internet technology,people's way of life and consumption has changed significantly.More and more network media make the process of automobile marketing gradually transparent,and the Internet has made a great impact on the automobile industry.The traditional automobile marketing model has been unable to meet the current development trend of automobile marketing,so it is urgent to carry out the transformation of keeping pace with the times.As one of the representative automobile enterprises in China's automobile market,if FAW-Volkswagen Hunan Branch wants to maintain a good momentum of development and remain invincible in the fierce competition,it must make full use of the opportunity of rapid development of the current Internet,accelerate the transformation of marketing mode,and carry out the innovation of "Internet+marketing mode".Taking FAW-Volkswagen Hunan Branch as the research object,this paper analyses the current status of automobile service marketing and the basis of the existing Internet marketing strategy formulation of FAW-Volkswagen.This paper mainly discusses the problems existing in the company's current marketing system,such as the shallow awareness of Internet marketing,the need to improve the marketing effect,the lack of marketing data analysis and support,the lack of effective marketing evaluation mechanism,and the significance of Internet marketing to the company.Then it analyses the company's increasing Internet scale but slowing down the growth rate,the increasingly mobile online payment and online expenditure.The external environment,such as the large scale development space of Fu He's online shopping users,the new normal development of domestic economy and so on,is analyzed from the perspective of internal environment on the Internet marketing platform,human resources service ability,internal operation and management ability of FAW Volkswagen Hunan Branch,and the demand of potential consumers.The research finds that the Internet marketing of FAW Volkswagen Hunan Branch Company is still in its infancy.Step by step,there are many immature places.According to the analysis of marketing status and marketing environment of FAW-Volkswagen Hunan Branch Co.,Ltd.,we formulate Internet marketing strategies,such as building specialized Internet marketing platform,automobile Internet marketing strategy based on social network,and improving network promotion strategy.We also base on third-party platform,self-owned professional platform construction and Internet.At the level of marketing promotion,specific Internet marketing strategies are formulated,and the implementation measures of human resources,service and management mechanism are formulated.Finally,the marketing effect is evaluated and analyzed comprehensively from the aspects of marketing cost,marketing benefit,effect evaluation and effect expectation.