he Internet Marketing Strategy for China Automobile Industry- A Case Study
Date Issued
2007
Date
2007
Author(s)
Tung, Ming-Hsun
DOI
zh-TW
Abstract
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.
Subjects
企業網站
網路互動行銷
China Auto-Market
Enterprise Website
Online/Interactive Marketing
SDGs
Type
thesis
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