11848.移動互聯(lián)網(wǎng)時代汽車品牌的營銷策略研究——以雪佛蘭為例

1、分類號學校代碼10542密級學號201335060001移動互聯(lián)網(wǎng)時代汽車品牌的營銷策略研究——以雪佛蘭為例StudyontheMarketingStrategyofCarBrandinMobileInternetTime—ACaseStudyofChevrolet指導教師姓名、職稱王戰(zhàn)數(shù)援學科專業(yè)新聞與傳播湖南師范大學學位評定委員會辦公室二0一五年五月AbstratⅥ佬hthepopularityofdigitaltechnology

2、theriseofmobileInternetnetworknewmediaprovesmoreinnovationsintheautomobilebrandmarketingstrategyasitsuniquecharactersChevrolethadchangedmarketingfromtraditionalproductsaletothemobileIntemet—basedtradeandfocusonthewholein

3、dustrialchainAsthedevelopmentof49technologybecomesfast，Chevroletpushesmoreformsbasedonamobileplatform，providesaudienceothernewaccessestoinformationThispaperanalysisthemobileIntemetfeaturesandcharacteristicsofChevroletmar

4、ketingstrategy，thenitexploresitsmodelsmarketingstrategiesandadvantagesofnetworkmarketingBasedonChevrolet’Smarketingcases，mediaplacementplansanddatacollectioninnetthepaperindicatesthatmobileintemetoffersChewoletnewchannel

5、stoadvertiseitsbrand，ontheotherhand，itbringsvariousposslbilitiesforindustriallinkageinthefield，Ⅱl砌，mobileinternetacceleratestheinteractionsbetweenbrand—developmentandbrand—marketingBycooperationwithWeibo，WechatandAPP，Che

6、woletaffordconsumersseasofinformationconvenientlyandmakeanprivateandquickonlinecommunicationwithconsumersThroughthecasestudy，thepapergivessomereferencestotraditionalindustryinchangingbrandmarket訪g，andsupplymanyfcasiblead

7、viceinonlineCarbrandmarketingMobileInternetboomhasitsinherentmarketingcontextwiththerapiddevelopmentofdigitaltechnologyhasgivenrisetoase]№sofmobilemarketingplatform，providesconditionsforthechangeoftheautomobilebrandmarke