汽车数字化营销的线上与线下融合路径探索

Exploration of the Integration Path of Online and Offline in Automotive Digital Marketing

摘要: 随着互联网技术发展，汽车线上营销因便捷、信息丰富等优势快速发展，但存在消费者无法亲身体验车辆性能等局限。在此背景下，汽车数字化营销线上线下融合模式成为新方向。本文首先阐述了该融合模式的概念与整合营销传播、客户关系管理两大理论依据，再分析融合现状，指出技术、营销、管理层面的问题，最后从技术、营销、管理维度提出相应融合策略，为汽车企业推进线上线下营销融合提供参考。

Abstract: With the development of Internet technology, online automobile marketing has developed rapidly due to its convenience, rich information and other advantages, but there are some limitations, such as consumers can not experience vehicle performance personally. In this context, the integration of online and offline models in automotive digital marketing has become a new direction. This article first elaborates on the concept of this integration model and the two theoretical foundations of integrated marketing communication and customer relationship management. It then analyzes the current situation of integration, points out problems in technology, marketing, and management, and finally proposes corresponding integration strategies from the dimensions of technology, marketing, and management, providing reference for automotive companies to promote the integration of online and offline marketing.