近年来随着国内汽车市场竞争的日益激烈,媒体试驾作为一种车型产品推广的公关手段被广大汽车企业纷纷采用,对其研究有深刻的现实意义。本文从媒体关系的角度切入,以全国媒体试驾会作为典型的媒体事件,从品牌传播策略的角度进行分析。其中媒体试驾活动的体验式传播策略是本文的研究重点,剖析议题的传播与策略制定之间的逻辑关系,分析何种公关策略的能达到传播效果最大化,为汽车媒体试驾活动的操作提供建议。 In recent years, with the increasingly fierce competition in the domestic auto market, the media test drive as a vehicle to promote the public relations vehicles by the majority of car companies have adopted, its research has profound practical significance. This article from the perspective of media relations into the test drive to the national media as a typical media event, from the perspective of brand communication strategy analysis. Among them, the experiential communication strategy of media test drive activities is the research focus of this paper, analyzing the logical relationship between the issue communication and strategy formulation, analyzing what kind of public relations strategies can achieve the maximization of communication effect, Give suggestion.