“汽车品牌在网络时代如何应对传播变化、与网民进行有效的沟通,从而达到品牌传播的有效化?”网络时代正在给人们的生活带来一场深刻的变革。人人都可以成为信息的制造者、传播者、评论者,人人都有机会成为意见领袖。作为互联网的使用者,网民的地位日益不容小觑。在“多元、开放、共享”的互联网精神指引下,网民已经成为影响、改变乃至颠覆世界的生力军。 “How do car brands respond to communication changes in the Internet age and communicate effectively with netizens to achieve brand communication effectiveness?” The Internet age is bringing profound changes to people’s lives. Everyone can become a maker, propagator, commentator of information, and everyone has the opportunity to become a leader of opinion. As Internet users, the status of Internet users increasingly should not be underestimated. Guided by the Internet spirit of “diversity, openness and sharing”, Internet users have become the new force that affects, changes and even subverts the world.