Research On Internet Marketing Countermeasures Of Shandong F Tire Manufacturing Co., Ltd

As a kind of practical industrial product,tires have long adopted the traditional off-line marketing model of "manufacturer ? wholesaler ? retailer ? car owner".This marketing model needs to be supported by high profit,because every level of agents will extract profits from it.Therefore,the excessively high consumption cost is superimposed to the vast consumer group.However,with the ever-changing market competition environment and the rapid development trend of Internet technology,many tire companies have shifted their marketing promotion from traditional agents to network platform.The continuous growth of China's car ownership has driven customers' increasing demand for tires,but most domestic tire brands have slower sales growth,and the sales of foreign and joint venture brands account for a large proportion of China's tire market sales.As a rising star of the provincial tire industry,relying on traditional resources & industrial resources,based on the "high-end" brand building goals,F Tire Company clearly puts forward the market positioning of high-end equipment,advanced technology,high quality and high-end market.But due to the late start,the Low brand awareness,F Tire Company can not expand market share quickly,and the company's brand strategy goal can not be achieved easily,the development of online marketing has brought new opportunities for it.This article uses a combination of theoretical research and practical research to study the online marketing strategy of F Tire Company.Specific ideas: First,use the PEST analysis method and Porter's five-force analysis model to analyze the environmental factors of the tire company's Internet marketing,and then analyze the consumer's purchase intention through a questionnaire.With F tire manufacturers as the target,SWOT analysis is carried out,and the development strategy of F tire companies' tires should be made in Internet marketing.Then use the STP precise positioning method to carry out precise positioning on the Internet marketing of F tire manufacturers.Immediately following the integration of basic theoretical foundations such as online marketing and internet marketing,we obtained the strategic combination of F tire manufacturers' online marketing,mainly 4P marketing mix theory and network database theory.At the same time,in order to ensure the implementation of F Tire Company's strategy,corresponding safeguard measures were proposed.The research on this issue,on the one hand,can enrich the basic theories of companies in the Internet marketing industry,and at the same time can help auto tire companies grasp the deficiencies in Internet marketing.Formulate network marketing solutions in a targeted manner,and guide tire companies to adapt to and integrate into the development of the Internet economy.