Research On Digital Marketing System Building Strategy And Implementation Guarantee Of ZMD Automobile

With the continuous development of the new energy vehicle industry,it has encountered the fastgrowing market environment of the Internet.Innovation and information technology are constantly changing people’s production and life,and profound changes are taking place in consumption concepts and behaviors.With the development of digitalization,it has had a great impact on all aspects of enterprises,especially marketing.Enterprises need to upgrade to a new level in brand and market management.Branding and user operation in the digital environment adopt a unique popular way that can be accepted by the public,the relevant brand strategies and user interaction methods have also become enriched.Digital touchpoint,especially social media,have become an indispensable part of our daily life,and have also profoundly changed the way automobile enterprises’ marketing.The online and offline integrated omni channel marketing mode and D2 C have become an important way for new energy vehicle brands,serve customers and show their brand value.Starting from a series of concepts of digital marketing,the first three chapters respectively compare the differences between the traditional marketing and branding of the automobile industry,and digital marketing,describe the reasons and historical background of digital marketing,elaborate the concept of omni-channel marketing step by step,and clarify the importance of digital marketing to D2 C model.The relationship between digital Omni channel marketing and whole user journey user operation,as well as the goal of Omni channel online and offline marketing of new energy vehicle brand.The fourth chapter uses the method of case analysis to elaborate ZMD automobile digital omnichannel marketing planning and strategy.The fifth chapter expounds the main implementation methods and data-driven implementation strategy of digital omni-channel marketing of ZMD company.The sixth chapter is the summary and outlook,which summarizes the specific content of the research carried out in this paper and figure out the limitations.Through the way of combining theory with practice,this paper adopts the ideas of raising problems,analyzing problems,planning and solving problems.From the aspects of digital marketing system,the start user operation,the innovation of sales mode and the application of data-driven strategy,it is combined with ZMD company’s marketing,user operation,service operation and other marketing activities to help enterprises to refine organization,clear direction of digital marketing and user operation.Meanwhile,it is also hoped that this research can have a certain guiding for the digital transformation of new energy vehicle company,especially the digital transformation of marketing and user operation.