摘 要互联网及新媒体技术的飞速发展，给人们的生活带来了翻天覆地的变化，各行各业都迎来了一个新的发展机遇。传统的营销模式受新媒体环境影响优势不再明显，新媒体自主、开放的特性为企业营销策略的制定及品牌推广提供了更多机会和空间。企业要想在网络时代实现自身的可持续发展，就必须利用新媒体的特点制定新的营销战略，使企业在当今时代获得最大的经济效益。本文通过 PEST 分析法，对吉利汽车市场营销环境进行了分析；通过文献分析法了解了吉利汽车集团新媒体营销的运用情况；通过访谈法、观察法、分析新媒体技术环境下吉利汽车在营销方面所面临的问题；以市场营销理论为基础，结合新媒体的传播特点对吉利汽车新媒体营销策略进行研究、分析、调整、改善，使吉利汽车新媒体营销效果得以提升，最终提升吉利汽车集团的综合竞争能力。此外，该研究成果能对其他汽车企业起到参考作用。关键词：吉利汽车；新媒体营销；营销策略AbstractWith the rapid development of Internet technology in China today, people's way of life has changed dramatically, and all walks of life have ushered in a new opportunity for development. In the new media environment, the traditional marketing model has changed greatly, the new media independent, open characteristics for the promotion and development of enterprise marketing activities to provide more opportunities and a large space. If enterprises want to realize their own sustainable development in the network era, they must make use of the characteristics of new media to develop a new marketing strategy, so that enterprises in today's era to obtain the greatest economic benefits.This paper aims to analyze Geely's automobile marketing environment in the new media network environment by MEANS of PEST analysis, investigate the basic situation of the application of new media marketing in Geely automobile marketing management through literature analysis, analyze the problems geely automobile faces in marketing in the new media technology environment ...
