網際網路應用於中國汽車市場行銷之個案研究

he Internet Marketing Strategy for China Automobile Industry- A Case Study

董明遜(Ming-Hsun Tung)

指導教授 ： 湯明哲

國立臺灣大學/管理學院/國際企業學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.03227

摘要

中國汽車市場因近年來大陸經濟發展而前景看好，各汽車廠商眾相競爭各出奇招，期望創造銷售佳績，本研究目的在於利用企業網站互動行銷模式，探索雪鐵龍汽車企業資源優劣勢在中國網際網路蓬勃興起趨勢所帶來的機會與挑戰，擬定出雪鐵龍汽車企業網站的發展策略，藉以提升其競爭力，獲取競爭優勢。研究針對雪鐵龍汽車企業特性及經營目標、產業發展趨勢及網路互動行銷之具體作法等進行資料收集分析及研究，並據以擬定之雪鐵龍在企業網站的競爭策略，並擬作雪鐵龍企業網站。研究結果發現中國市場的網際網路發展已趨成熟，截至2006年底，中國網友人數達到了1.37億，佔中國人口總數的10.5%、網上購物消費行為持續增加，因此，互動行銷網站應營造企業及品牌的形象、提供產品必要資訊、與消費者互動、促銷、提供線上售後服務功能等，另外，未來更應提高網站附加價值功能，更進一步利用體驗行銷以執行顧客關係管理。

關鍵字

中國汽車市場 ； 企業網站 ； 網路互動行銷

並列摘要

China Auto-market has boomed in recent years, driven by high-speed national economic growth. Automobile manufactures have tried their best to maintain their competitiveness with available resources. This study is aimed to explore the practices and the effects of interactive marketing strategy via websites for automakers in China as a result of explosive Internet development in China. This study also hopes to exemplify the strategy that strengthens interactive marketing and avoid the shortcomings of such an approach while exploiting opportunities created by Internet marketing in China.. The study collected and analyzed data in relation to business management goals of Citroen Automobile in China, the automobile industry development as well as the development on the Internet usage in China. The study tried to develop an interactive marketing strategy and establish the East-Wind Citroen Official Website. The results showed that the number of the Internet users had escalated in China, paving the way for E-commerce in the area. The interactive website could be successful should its website be able to provide an effective interactive marketing program by giving necessary products and promotion information. In the future, the website is expected to add more functions to efficiently manage customer relations.

並列關鍵字

China Auto-Market ； Enterprise Website ； Online/Interactive Marketing

參考文獻

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