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2010年由引力传媒为上汽通用五菱汽车(以下简称通用五菱)策划的全国“幸福万里行”活动在全国几十个城市,与当地电视、平面及全国性的网络媒体联合做了几百场线上线下活动,并与湖南卫视《越淘越开心》栏目合作了专场活动,配合网络推广、秒杀等手段,取得圆满成功。一直以来,通用五菱商用车是该市场中的领先品牌,占据了近半市场份额,但是近年来随着竞品的兼并重组,对通用五菱带来的竞争压力也非常明显。因此,通过与媒体联合做线下活动、游戏互动等环节让消费者在娱乐的同时感受到通用五菱的性能和卖点,通过网络推广与电视栏目的深度合作,以吸引用户参与性的活动来提升品牌亲和力,增强品牌影响力,从而进一步巩固了五菱市场销量第一的地位。
In 2010, Gravity Media organized a national “Happy Miles” campaign for SAIC-GM-Wuling Automobile (hereinafter referred to as GM Wuling) in dozens of cities throughout the country and jointly conducted several hundred joint ventures with local television, print and nationwide online media Field online and offline activities, and Hunan Satellite TV, “the more happy the more the more Amoy” part of the special cooperation activities, with the network promotion, spike and other means, a complete success. All along, GM Wuling commercial vehicles are the leading brands in the market, accounting for nearly half of the market share, but in recent years with the merging of competing products, the pressure on GM Wuling competition is also very obvious. Therefore, by engaging in joint activities with the media such as offline activities and interactive games, consumers can feel the performance and selling points of GM Wuling while entertaining. They also promote deep cooperation with television programs through the Internet to attract users’ participation in activities. Brand affinity, enhance brand influence, thus further consolidating the market position of Wuling market.