Research On The Precision Marketing Strategy Of Company Y's Car Dealer Business

With the traditional industry is accelerating the pace of embracing the Internet,the automotive industry which is one of the most important pillar industries in China,is also exploring the way to use the Internet for marketing innovation.With its unique platform attributes,the automobile vertical website also becomes the most important online marketing tool and channel for auto manufacturers and dealers.However,due to the decline of the automotive market in the past two years,the demand for online automotive marketing tools by auto manufacturers and dealers has shifted from the volume of coverage to pursuit the precision marketing effects.As a professional automobile vertical website,Y company provides online marketing tools and services,its industry scale lists in the first echelon.But with the high cost of internet data flow and lots of competitors joining the industry,how to make full use of the Internet data flow which are obtained from consumers becomes an important issue for Y company.For example,how to provide dealers with actual precision marketing solutions to reduce the cost of customer access,and how to improve the potential customers' deal rate,or to provide products and services that are superior to its competitors.All of these mentioned are important problems that needed to be addressed urgently.This paper takes Y company's dealer intelligent business as the research object,takes the theory of precision marketing strategy and adds the big data precision marketing theory as the research basis.At first,a deeper analysis is made on the internal and external market environment of Y Company,mainly about the industry environment and the competitive environment.Then from the perspective of Marketing 4P theory,the status of Y Company's intelligent business marketing strategy is clearly summarized.Based on the market surveys and executive interviews,the main 5 problems in the current marketing strategy also have been listed,including: low customer conversion rate,simple website content,less business development,low integration of offline activities and high selling cost.Next,from the perspective of big data precision marketing strategy,this paper proposes 5 solutions to meet the marketing demands,such as to improve the quality of deal rate,to extend the platform content operation and the automotive aftermarket,to help dealers manage customer relationship and to enhance brand value.Finally,this paper puts forward guarantee measures and effect evaluation mechanism for the implementation of Y company's dealer business precision marketing strategy.This paper hopes to provide a good practice for Y company trans itself from a platformbased service provider to a digital technology service provider in the future,and sincerely expects to provide reference in the dealer business sector for the other automobile vertical websites.