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这一次活动,所有领导都坐在了舞台下方的一角,视野最好的中间位置留给了车友和粉丝,再两侧是公司经销商、供应商、公司工作人员和媒体。6月24日上午,长安马自达“2016粉丝沙龙”在南京举办,用户代表、车友会代表、经销商代表、学者等分享了他们对马自达品牌、长马发展历程的看法,以及自己与长马的故事。下午,来自全国各地的车友代表参观长马南京工厂。长马打造“粉丝营销”已经颇有些时日。在长安马自达销售公司执行副总经理王金海看来,这是公司在由生产制造向服务用户为主体转变过程中的关键一步。马自达是一个崇尚纯粹驾驶乐趣,同时追求车辆节能环保的品牌,每一款车都可谓个性和乐趣十足,为长马的聚拢粉丝提供了资本。以此为基础,长马通过各种活动充分调动用户的积极性和参与性,从情感与价值观层面寻找双方的共鸣。概念上讲,粉丝营销(Fans Marketing)是指企业利用优秀的产品或企业知名度拉拢庞大的消费者群体作为粉丝,利用粉丝相互传导的方式,达到营销目的的商业理念。显然,从过去两年的市场表现来看,长马的粉丝营销已然发挥作用。6月24日的粉丝沙龙上,北京师范大学传播效果实验室主任张洪忠教授发表了题为《车友,基于价值观认同的关系构建》的演讲,从当下社会关系构建的新情况和传播的角度,阐述了厂家与用户间,价值观契合的重要性与必要性。以下为张教授发言实录,《汽车商业评论》记者杨与肖根据现场录音整理。
At this event, all the leaders were sitting at the bottom of the stage, with the best views in the middle left for riders and fans and on the other side for company dealers, suppliers, company staff and the media. On the morning of June 24, Changan Mazda “2016 Fans Salon ” was held in Nanjing. Users, Cheyouhui representatives, dealer representatives and scholars shared their views on the development of Mazda brand and Changma as well as their own Long story of the horse. In the afternoon, riders from all over China visited the Changma Nanjing factory. Changma build “fan marketing ” has quite some time. According to Wang Jinhai, executive vice president of Changan Mazda Sales, this is a crucial step in the transformation of the company from manufacturing to serving users. Mazda is a brand that advocates pure driving pleasure while pursuing the energy-saving and environmental protection of vehicles. Each car is full of personality and fun, providing the capital for the gathering fans of Changma. Based on this, Changma fully mobilizes the enthusiasm and participation of users through various activities and looks for the resonance of both parties from the perspective of emotion and values. Conceptually, fan marketing refers to the business idea of using marketing products to promote the marketing idea by using the excellent products or the popularity of the enterprise to win over the huge consumer group as the fans and using the ways of fans to communicate with each other. Obviously, from the market performance of the past two years, the marketing of fans in Changma is already at work. On June 24, at the salon of fans, Professor Zhang Hongzhong, director of the Beijing Normal University Communication Effect Laboratory, delivered a speech titled “Cheyou, Building a Relationship Based on Value Identity”. From the perspective of new situations and dissemination of current social relations, Elaborates the importance and necessity of the conformity of values between manufacturers and users. The following is a speech made by Professor Zhang, “Automotive Business Review” correspondent Yang and Xiao recorded according to the site finishing.