Research On New Media Marketing Strategy Of Passenger Vehicle Exterior Parts Of S Company

With the development of social economy and the rapid development of Internet technology,new media has penetrated into all aspects of people’s work,life and study,and has greatly changed people’s way of life.The vigorous development of new media not only threatens the dominance of traditional media,but also the new media marketing derived from it quickly challenges the traditional marketing model.Under such circumstances,simply relying on the traditional marketing model has been unable to meet the development needs of enterprises.S Company is a company that focuses on the exterior parts of passenger vehicles and has been deeply engaged in this industry for nearly 30 years,integrating the research and development,production and sales.Through the analysis of its sales data in the past five years and the existing marketing strategy problems,and through the in-depth interview with the company’s internal sales staff,it is found that S company has the phenomenon of business bottleneck,sales decline and strangling by dealers and wholesalers,and its current offline marketing strategy can not solve the above problems.In recent years,many industrial products manufacturers also began to carry out online marketing,and achieved good marketing effect.S Company hopes to change the status quo by developing online marketing,but it has never been exposed to new media marketing.Since the features of appearance parts of passenger cars are different from those of ordinary fast-moving consumer goods,in-depth interviews are conducted with internal staff and consumers of S Company,and market research is conducted on potential consumers,namely passenger car owners,to understand the feasibility of S Company’s development of new media marketing and consumers’ purchase intentions and concerns,so as to provide guidance for the subsequent formulation of new media marketing strategies.AISAS model was used to generate questionnaires and issues questionnaires through the So jump mini program to car owners.209 valid questionnaires were collected.The following three important conclusions are drawn:the scores of men are significantly higher than those of women on attention,interesting,and action;there is a positive correlation between attention,interest,search and action,there is also a positive correlation between attention,interest,search and share;attention,interest and search have significant positive influence on action.Based on the analysis of the interview results of passenger vehicle owners and the conclusion of questionnaire survey,combined with the specific situation of S Company,a new new media marketing strategy is developed,the implementation steps are broken down in detail,and the possible risks in the future are predicted and controlled,and the whole safeguard measure plan is realized from the perspectives of organizational guarantee,talent guarantee,technical guarantee and capital guarantee.The theoretical significance of this paper lies in: Most of the current research results of the academic circle on new media marketing focus on Fast Moving Consumer Goods,agricultural products,durable goods,etc.The phenomenon of new media marketing of domestic passenger vehicle exterior parts products has not been highlighted,so the academic circle rarely studies new media marketing of passenger vehicle exterior parts products.This paper has a certain complementary role in the research of new media marketing strategy of passenger vehicle exterior parts.The practical significance of this paper lies in: Based on the current development trend of S passenger vehicle exterior parts product company and its current domestic sales dilemma,combined with the actual scene and theory,to find the difficulties and problems encountered by passenger vehicle exterior parts product of S company in the mature stage of enterprise marketing process,with the guidance of AISAS theoretical model,to guide the new media marketing strategy of S company.Explore new marketing channels,try to improve the plight of S Company,and provide theoretical basis for commercial behavior in reality.