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

1、分類號(hào)學(xué)校代碼10542密級(jí)學(xué)號(hào)201335060001移動(dòng)互聯(lián)網(wǎng)時(shí)代汽車品牌的營銷策略研究——以雪佛蘭為例StudyontheMarketingStrategyofCarBrandinMobileInternetTime—ACaseStudyofChevrolet指導(dǎo)教師姓名、職稱王戰(zhàn)數(shù)援學(xué)科專業(yè)新聞與傳播湖南師范大學(xué)學(xué)位評(píng)定委員會(huì)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