汽车直播营销的实践探索与教学模式创新——基于极氪汽车多门店线上线下调研  

Practice Exploration and Teaching Mode Innovation of Automobile Live Marketing——Research based on Online and Offline Survey of Multiple Stores of ZEEKR Motor

作　　者：张军 杨静 陈燮达 庞鹏 杨璐[1] Zhang Jun;Yang Jing;Chen Xieda;Pang Peng;Yang Lu

机构地区：[1]广西民族大学相思湖学院,广西南宁530031

出　　处：《时代汽车》2025年第1期23-25,共3页Auto Time

基　　金：广西民族大学相思湖学院极氪直播产业学院建设专项基金资助(CYXY2403-KC01产品思维特色课程项目)。

摘　　要：本研究探讨了汽车直播营销的实践探索与教学模式创新,重点分析了极氪汽车在多门店的线上线下调研。通过对当前极氪汽车市场的直播营销现状进行调研,结合消费者行为分析,研究发现直播营销不仅提升了品牌曝光率,消费者体验优化,还增强了消费者的购买意愿。文章详细分析了极氪汽车的直播案例,包括其直播内容的策划、实施过程及效果评估。研究还探讨了直播营销在教学中的应用,提出了一种基于实践的教学模式创新方案,以帮助学生更好地理解和掌握汽车直播营销的技巧与方法。最后,文章总结了本研究不仅为汽车行业的直播营销提供了理论支持和实践指导,还为相关教育机构在教学模式创新方面提供了参考。This study explores the practical exploration and teaching mode innovation of automobile live marketing,focusing on the online and offline research conducted on multiple stores of ZEEKR Motor.By investigating the current status of live marketing in the ZEEKR automobile market and analyzing consumer behavior,the study found that live marketing not only enhances brand exposure and optimizes consumer experience but also strengthens consumers'purchase intention.This article provides a detailed analysis of ZEEKR Motor's live streaming cases,including the planning,implementation process,and effect evaluation of its live content.The research also delves into the application of live marketing in education,proposing an innovative teaching mode based on practical experience to help students better understand and master the skills and methods of automobile live marketing.Finally,this article summarizes that this research not only offers theoretical support and practical guidance for live marketing in the automobile industry but also serves as a reference for relevant educational institutions in teaching mode innovation.

关 键 词：汽车直播营销 极氪汽车 多门店 线上线下调研 教学模式创新 

分 类 号：F42[经济管理—产业经济]