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对于汽车的数字营销,有人认为它已经完成了从传统渠道向数字渠道的迁徙,也有人认为汽车数字营销仍在起步阶段。但有一个不争的事实在于,车企每年对于互联网营销的投入金额是巨大的,虽然占其总体广告预算的比例不高,但对于互联网而言却能产生足够大的影响。为何车企会在数字端投入重金?车企的数字营销又是如何做的?对此,我们采访了合众传播董事/副总经理兼合众广告事业三部总经理刘坚,合众传播是中国领先的一站式品牌传播管理服务商,刘坚曾服务过现代汽车等车企,在汽车营销方面有着自己独到的见解。
For the digital marketing of cars, some people think that it has completed the migration from traditional channels to digital channels, while others think that digital marketing of automobiles is still in its infancy. However, there is an indisputable fact that the annual investment in internet marketing by car companies is enormous. Although the proportion of their total advertising budget is not high, they have a huge enough impact on the internet. Why car companies will invest heavily in the digital end? Vehicle prices and how to do digital marketing? In this regard, we interviewed Media Communications Director / Deputy General Manager and general public three advertising general manager Liu Jian, co-broadcast is One of China’s leading one-stop brand communication management service providers, Liu Jian has served the modern car and other car prices in the automotive marketing has its own unique insights.