| With the vigorous development of the Internet technology development and the newmedia environment, the Internet and new media marketing share has overall beyondplanar media, become one of the most important means of marketing, market shareincreased year by year, second only to television media. Come nearly three years,tools and social media as the media environment and the deepening of the rich, theconsumer acceptance and bonding degree increasing, increasingly become thedazzling star digital marketing, has become the domestic and foreign automobilebrand marketing in China’s pioneer position and integration platform, many industrychain is the Nuggets in hot business growth point.The rise in2000domestic some blog platform to mark the domestic Internet era ofWeb2, social networking websites, encyclopedia, after sharing development theme.Established in2009micro-blog Sina, attracted domestic portal micro-blog dispute,brought new social media wave for Chinese, thereafter social media pattern hasgradually clear. A new force suddenly rises. Sina micro-blog era, is a domestic brandmarketing strategy, each big brand manufacturers from brand to products continue toestablish corporate account, the marketing mode is the account and each star, such asthe establishment of grassroots large matrix for marketing, brand and product bringsabout low input, high return, high attention to age. WeChat era, did not let micro-blogcompletely disappear from the scene, the domestic users just browsing habits change,more intimate, more experience social tool is more worthy of the trust of users. In thepast few years, the domestic different social media platform advocated Each has itsown merits. marketing value, at the same time, the vigorous development of themobile Internet brings profound influence to the whole structure.In the luxury car market, Audi is social media has done the most comprehensive andmost innovative brand, Audi began to social media marketing exploration from2010.The official micro-blog and Renren public home page have been set up in this year. Inthe exploration of the road, Audi contribution numerous important innovation for social media marketing of domestic automobile industry, including the use of micro-blog medal, A1listed activities micro-blog large screen broadcast etc.. At present theofficial micro-blog fans has reached1390000, Renren page up to370000, the amountof fans and fans of both active in the industry ranked the forefront, these active fanshave become the cornerstone Audi carried out online interactive marketing. With therise of the WeChat, Audi official WeChat launched on2013. In2014Audi A3listedmarketing activities, through the realization of the official WeChat listed liveinteractive, WeChat payment purchase a car a number of marketing innovation andtry, in the society and the industry has caused widespread concern. Social mediamarketing has become an important part that can not be ignored Audi digitalmarketing!In the future, the conventional Internet advertising will be continued to decline, whilethe implicit social media marketing will become the core position of theestablishment of user emotional connection and brand loyalty Audi brand.In the era of fragmentation, the user media contacts showed irregular distribution.Luxury brands need to continue to expand the social media marketing channel,formed in micro-blog, WeChat as the core, the matrix of social media communicationsystem blossom more. In addition, the need to continue to strengthen thedissemination of the contents of the control, development of customized originalcontent, enhance the user on Audi social platform preferences and viscosity.And, taking advantage of the wireless and electric marketing tide, do throughsales leads to collect, affect the consumer from attention to interactive full chain linkfinally to purchase a car, can realize the maximization of the interactive marketingenvironment based on the use of social media marketing value. The integratedmarketing development to the maximum power. |
PDF Full Text Request