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背景分析如今,中国汽车市场的销售增长率已经回落,而产能还在不断提升,加上新车型的不断引进,市场竞争的日益惨烈将不容置疑。竞争的升级势必就会给市场的传播与销售提出更高的标准,带来更高的要求。在当下这个信息碎片化和媒介多元化的时代,如何迅速识别和找到目标消费群体,进而实现精准传播与营销,对其开展极具针对性的品牌教育和产品推广,对其品牌认知和消费倾向形成具有行销价值的心智影响,最终将其转化到市场销售之上,已经成为所有车企最清晰和最迫切的需求所在。
Background Analysis Nowadays, the sales growth rate of China’s auto market has dropped while the production capacity is still rising. With the continuous introduction of new models, the market competition will become increasingly fierce. The upgrade of competition will surely bring higher standards and higher requirements for the spread and sale of the market. In the current era of information fragmentation and media diversification, how to quickly identify and find the target consumer groups, and then to achieve accurate dissemination and marketing, to carry out its targeted brand education and product promotion, its brand awareness and consumption Tendency to form a mental impact with marketing value, and ultimately will be transformed into the market, has become the clearest and most urgent needs of all car prices.