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近年来,汽车产品换代速度加快,厂家纷纷在营销上绞尽脑汁,一起成功的营销事件能让新车型快速地获得关注,能让原本没落的车型逆袭,究竟谁能够一举抓住消费者的眼球,还得看营销的“姿势”是否正确……润物细无声与艺术结合营销好雨知时节,当春乃发生。随风潜入夜,润物细无声。大众这招出的妙啊,2015年9月,大众汽车集团与《中国国家地理》共同主办了“最美中国雨”摄影大赛,大众汽车宣布该摄影大赛是“大众汽车文化项目”的一部分,旨在让人人有机会接触艺术与文化,同时激发公众的创造力。摄影作为当下的一种全民文化,受众非常广,将其作为切入点与艺术结合的方式和消费者互动,这在目前的汽车行业营销方式里是较少出现的,笔者却非常赞赏和看好这样的营销方式。虽然效果不会马上显现出来,但传播的这种积极向上的生活态度也会潜移默化地再次提升大众在大家心目中的位置。
In recent years, the accelerated replacement of automotive products, manufacturers have rack their brains in marketing, a successful marketing event allows new models quickly get attention, allowing the original decline of the vehicle counter-attack, who can catch consumers in one fell swoop Eye, have to see the marketing “Posture ” is correct ... ... moisten the fine sound and art combined marketing rain know the season, when the spring is happening. Sneaked into the night wind, moisten things silently. Volkswagen this wonderful coup, in September 2015, Volkswagen Group and the “China National Geographic” co-sponsored “the most beautiful China Rain ” photography contest, Volkswagen announced the photography contest is "Volkswagen Culture Project Is designed to give everyone an opportunity to interact with art and culture while stimulating the public’s creativity. Photography as the moment of a universal culture, the audience is very wide, as a starting point and the way the combination of art and consumer interaction, which in the current automotive marketing is less, but I very much appreciated and optimistic about this Marketing. Although the effect will not be immediately apparent, this positive and progressive attitude toward communication will also subtly elevate the public’s position in everyone’s mind.