新媒体时代汽车品牌营销传播策略分析  

Analysis of marketing and communication strategies for automobile brands in the new media era

作　　者：茄海涛 Qie Haitao(Xi'an Lange Advertising Culture Communication Co.,Ltd.,Xi'an 710000,China)

机构地区：[1]西安朗爵广告文化传播有限公司,陕西西安710000

出　　处：《汽车知识》2024年第1期198-200,共3页Auto Know

摘　　要：在新媒介环境下,汽车品牌的市场营销与传播模式随之改变。目前,我国汽车市场正处于快速发展的阶段,市场竞争也越来越激烈。各大汽车厂商纷纷加大了宣传力度,以不同的内容、不同的KOL、不同的观点进行营销传播。文章对新媒体环境下汽车品牌营销趋向进行剖析,分析了成功的营销策略。In the new media environment,the marketing and communication models of automotive brands have also changed accordingly.Major automobile manufacturers have increased their publicity efforts,sharing the interests of the automotive industry with different content,KOLs,and perspectives.For automotive brands,in the new media environment,technological innovation can more accurately grasp consumer needs and provide greater survival space for enterprises.By analyzing the marketing trends of automotive brands in the new media environment and analyzing successful marketing strategies.

关 键 词：新媒体时代 汽车 品牌营销 传播策略 

分 类 号：U471.21[机械工程—车辆工程]