摘要
近年来我国自主汽车品牌的发展遭遇了瓶颈,部分原因可以归结于缺乏有效的网络营销。根据体验营销理论对我国自主汽车品牌的产品主题网站展开设计可以有效改善客户体验,提升客户满意度,从而提高企业的整体网络营销水平,在一定程度上帮助企业改善经营状况。以吉利、比亚迪、奇瑞的三款汽车为例,一个汽车产品的主题网站可以从网站的获取途径、网站的外观和音效设计、网站内容设计三个方面改善客户的消费体验及满意度。
The development of self-owned auto industry in recent years meet with bottlenecks in China,but this could be eased by enhancing Internet marketing levels of auto manufacturers.Based on experience marketing theories,the product website design can improve customer experience and promote customer satisfaction,which result in improving the integrated Internet marketing level and operation status.Taking examples of Geely,BYD,and Cherry auto products,the product website design can be improved from obtaining approach,appearance and sound effect and content design.
出处
《台州学院学报》
2012年第4期80-84,共5页
Journal of Taizhou University
关键词
网络营销
自主品牌
汽车
体验营销
主题网站
Internet Marketing
self-owned brand
auto
experience marketing
product website
