The New Marketing Road Of Auto Companies Under The Internet Mind

With the rapid growth of the auto industry in the past few decades,the Chinese market has now accumulated hundreds of auto brands,and the competition is gradually intensifying.Meanwhile,with the emergence of new energy vehicles,there are more and more uncertainties in the entire automotive industry.From traditional vehicles to smart technology products,from simple single-sale purchase relationships to long-term user operations,the tie between car companies and users has also become more and more complex.In this case,the application and popularization of the Internet is also changing the consumption habits of consumers.The pursuit of personalization and differentiation,preference for new retail and new services and other new features are also forcing the automotive industry to make changes and adjustments in marketing strategies.Under the east wind of the Internet,Tesla,the originator of Internet car manufacturing,and NIO,a new leader in domestic car manufacturing,have rapidly evolved.This article will combine the background of the Internet mind,through the investigation and analysis of the marketing strategies and models of Tesla and NIO,and try to propose a new marketing road that condenses the Internet thinking for the automobile industry,then provides some new ideas to enterprises who are in transition or development difficulties.Tesla’s product development,ingenious promotion,and DTC（direct to consumer）sales channels reflect the company’s Internet thinking and innovative marketing methods,At the same time,NIO adopts a combination of online and offline sales and services to create a new retail model centered on customer experience.They cleverly use the gameplay of Internet user operation to create a fan economy,so that users can change to core users who interact with enterprises for a long time.From this,it can be concluded that the new Internet marketing model in the Chinese market presents new characteristics.At the same time,the possible drawbacks and risks of the case company’s marketing strategy are put forward.Auto companies should avoid imitating successful marketing strategies:be cautious about the promotion method from highend products to low-end products,avoid ineffective investment;correctly weigh the benefits and risks brought by the direct sales model,and reasonably consider the transformation of the 4S store management model.Based on the above research and analysis,this paper puts forward strategic suggestions for the new marketing of car companies in the context of the Internet.Automobile manufacturers should focus on better providing users with innovative products and service solutions that meet their new needs,realize the transformation of consumers from single-time users to long-term users;break the boundaries of traditional automobile products,vigorously innovate,and develop new products and services;strengthen entertainment brand marketing strategies;innovate channels to shorten the distance between enterprises and users,and use the characteristics of 4S stores for rational transformation;effective use big data to achieve precision marketing.In the Internet era,all walks of life are being rewritten by Internet thinking.Car companies should actively use the opportunities of the Internet to link more users and complete the evolution with the times.