A Research On Optimization Of Private Domain Marketing Strategy Of Zhixing APP Of Company A

With the deepening development of digital technology reform,China puts forward "Made in China 2025" to emphasize the need to promote the digital,network and intelligent development of the automobile industry.Digital development of the automobile industry at the output end is mainly reflected in the digitalization of marketing and service.On the other hand,with the popularization of mobile internet and social media,consumers’ dependence on online information is deepening,,and the requirements for user personalization and decision-making journey experience are increasingly high.However,in recent years,the sales volume of commercial vehicles has been weak,and the flow dividend of public domain has disappeared.In order to seek new business growth points,the commercial vehicle industry has followed the pace and started the innovation and reform of private domain marketing.The major automobile enterprises will gradually shift their marketing focus to the private sector,transfer users to digital private sector channels,and develop private sector marketing and user operations.As one of the leading commercial vehicle brands,Company A has innovatively tried to carry out the private domain marketing business of Zhixing APP since 2018.This thesis uses PEST model to analyze the macro marketing environment of commercial vehicle.At the same time,the competition pattern of commercial vehicle industry is analyzed by Porter’s five forces model.This thesis expounds the current situation of A company Zhixing APP private domain marketing strategy.This thesis adopts Philip Kotler’s Marketing 4.0 theory,and discusses the suitability of marketing 4.0 theory and APP private domain marketing strategy from follow three aspects: A company’s commercial vehicle industry,marketing objectives and APP private domain channels.Combined with questionnaire and interview method,this thesis makes an in-depth analysis and research on the problems existing in the private domain marketing strategy of A company’s Zhixing APP from four aspects: content marketing co-created by users,channel marketing with seamless experience,interactive marketing that wins support and humanistic brand marketing.The research on A Company Zhixing APP found that there were problems such as lack of user operation mechanism,lack of pertinence,interest,user activity and low conversion rate.Lack of user insight and poor sense of digital experience makes the migration of digital channels blocked.Based on the problems existing in the private domain marketing strategy of A Company’s Zhixing APP,this thesis puts forward optimization suggestions and required implementation guarantees.It is necessary to attach importance to and optimize customer experience,add membership system and gamification mechanism,activate user participation from material and spiritual levels,and use big data marketing with thousands of faces to meet customer needs.The innovation point of this thesis is that problems like A Company’s Zhixing APP are quite common in the commercial vehicle industry.However,at present,the analysis and research on commercial vehicle private domain marketing,especially APP relates to commercial vehicle private domain marketing strategy are relatively limited in the domestic and overseas.Secondly,in the era of digital transformation of marketing,relevant theories of marketing are also evolving iteratively,which need to be interpreted in different environments and industries.