摘要
以新能源汽车经销商为研究对象,通过文献研究、案例分析与数据统计法,梳理O2O融合营销的理论基础与行业实践现状,剖析经销商在流量增长中面临的线上线下整合不足、消费者体验割裂等问题,最终从线上渠道优化、线下场景创新、全链路数据融合三个维度,提出可落地的流量增长路径。研究表明,通过多平台内容运营、沉浸式线下体验、数据驱动的精准决策,能有效提升经销商O2O营销的流量获取与转化效率。
This paper takes new energy vehicle(NEV)dealers as the research subject,and through literature review,case analysis,and data statistics,it examines the theoretical foundation and current industry practices of O2O integrated marketing.It delves into the issues that dealers face in traffic growth,such as inadequate online-offline integration and fragmented consumer experiences Ultimately,it proposes a practical path for traffic growth from three dimensions:online channel optimization,offline scenario innovation,and full-chain data integration The research indicates that through multi-platform content operations,immersive offline experiences,and data-driven precise decision-making,it is possible to effectively enhance the traffic acquisition and conversion efficiency of dealers'O2O marketing.
作者
李丹丹
朱珠
Li Dandan;Zhu Zhu(Xi'an Automobile Vocational University,Xi'an 710600,China)
出处
《专用汽车》
2025年第11期79-82,共4页
Special Purpose Vehicle
基金
西安汽车职业大学2025年度科研基金项目“数字化转型背景下新能源汽车经销商O2O融合营销的流量增长路径研究”(2025KJ008)。
