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中国汽车工业已步入高速发展的阶段,市场异常活跃。国际汽车产业发展经验表明,新车保有量不断增加,消费者换车需求彰显出来,随着网络社区化的呈现,汽车企业开始也越来越重视社区整合营销在营销战略的应用。如今的汽车广告更看重低投入、高回报的形式,因此网络社区在用户特征上的精准区隔,成为吸引汽车广告主的一大亮点。
China’s auto industry has entered a stage of rapid development, the market is extremely active. Experiences from the development of the international automobile industry show that the number of new cars keeps increasing and the demand for changing cars from consumers shows up. With the emergence of online community, automobile enterprises are also beginning to pay more and more attention to the application of community integrated marketing in marketing strategies. Today’s car ads are more emphasis on low investment, high return form, so the network community in the user characteristics of the precise segmentation, a major attraction to attract car advertisers.