摘要
新媒体技术的发展使新媒体成为用户获取汽车信息的首要渠道,打破了汽车营销的传统模式。新媒体技术对企业的营销手段进行了赋能,但如何利用新媒体技术促进企业营销目标的达成,是每一个汽车企业必然面对的挑战。文章结合新媒体背景下的用户特征,以一汽-大众为例探索它的新媒体营销现状、面临的困境以及优化方向以助力营销目标的实现。
The development of new media technology has made new media the primary channel for users to obtain automobile information,breaking the traditional mode of automobile marketing.New media technology has empowered the marketing methods of enterprises,but how to use new media technology to promote the achievement of corporate marketing goals is an inevitable challenge for every automobile company.Based on the user characteristics in the context of new media,this paper takes FAW-Volkswagen as an example to explore the current situation,dilemmas and optimization directions of new media marketing to help achieve marketing goals.
出处
《时代汽车》
2025年第17期136-138,共3页
Auto Time
关键词
汽车
新媒体
营销策略
5A模型
Automotive
New Media
Marketing Strategy
5A Model
