本研究以小米汽车为对象,基于AISAS模型剖析其新媒体营销策略。在新能源汽车市场竞争激烈、消费者需求向智能化等转变的背景下,小米汽车依托“人车家全生态”战略虽受关注,但新媒体营销存在挑战。研究发现,小米汽车在AISAS各环节,如吸...本研究以小米汽车为对象,基于AISAS模型剖析其新媒体营销策略。在新能源汽车市场竞争激烈、消费者需求向智能化等转变的背景下,小米汽车依托“人车家全生态”战略虽受关注,但新媒体营销存在挑战。研究发现,小米汽车在AISAS各环节,如吸引注意、引发兴趣、促使用户搜索、推动购买及诱使分享等方面采取了有效策略,取得一定成果,如SU7上市相关话题曝光量高、用户转化率较高等。然而,其新媒体营销仍存在信息过载、购买转化路径繁琐、分享激励机制不完善等问题。为此,论文提出精准定位用户、优化购买路径、完善分享激励机制等对策。本研究不仅拓展了AISAS模型在新能源汽车领域的应用,还为行业突破营销瓶颈提供参考,助力品牌通过新媒体实现精准营销,满足消费者需求,推动行业发展。In this study, Xiaomi Auto was used as the object to analyze its new media marketing strategy based on the AISAS model. In the context of fierce competition in the new energy vehicle market and the transformation of consumer demand to intelligence, although Xiaomi Auto’s strategy of “people, cars and home ecology” has attracted attention, there are challenges in new media marketing. The study found that Xiaomi Auto has adopted effective strategies in all aspects of AISAS, such as attracting attention, arousing interest, prompting users to search, promoting purchases, and inducing sharing, and has achieved certain results, such as high exposure and high user conversion rate of topics related to the launch of SU7. However, its new media marketing still has problems such as information overload, cumbersome purchase conversion paths, and imperfect sharing incentive mechanisms. To this end, this paper proposes countermeasures such as accurately locating users, optimizing purchase paths, and improving sharing incentive mechanisms. This study not only expands the application of the AISAS model in the field of new energy vehicles, but also provides a reference for the industry to break through the marketing bottleneck, help brands achieve precision marketing through new media, meet consumer needs, and promote the development of the industry.展开更多
近年来,随着国家政策的支持与文化消费需求的增长,博物馆文创产业蓬勃发展,成为传播传统文化的重要途径。作为其中的典范,故宫文创以其创新的营销方式和深厚的文化内涵备受瞩目。本文以故宫文创产品为主要研究对象,运用AISAS模型从吸引...近年来,随着国家政策的支持与文化消费需求的增长,博物馆文创产业蓬勃发展,成为传播传统文化的重要途径。作为其中的典范,故宫文创以其创新的营销方式和深厚的文化内涵备受瞩目。本文以故宫文创产品为主要研究对象,运用AISAS模型从吸引消费者关注、激发兴趣、优化搜索、促进购买,以及鼓励分享传播五个方面,对故宫文创的营销方式进行分析。研究发现,故宫文创通过数字化平台提升品牌曝光率,利用文化故事与创新设计激发消费者共鸣,优化搜索引擎增强信息获取便捷性,优化用户体验以及通过社交媒体互动扩大影响力等方面,取得了较好的成效。但同时也存在着产品同质化、产品定价不合理、新技术运用不足等问题。由此提出要加强创新力度,合理分级定价并引入会员制度,通过科技赋能推动文创持续发展等建议。In recent years, with the support of national policies and the growth of cultural consumption demand, the cultural and creative industry of museums has flourished and has become an important way to disseminate traditional culture. As a model of this, the Palace Museum has attracted attention for its innovative marketing methods and profound cultural connotations. This paper takes the cultural and creative products of the Palace Museum as the main research object, and uses the AISAS model to analyze the marketing methods of the Palace Museum from five aspects: attracting consumers’ attention, stimulating interest, optimizing search, promoting purchase, and encouraging sharing and communication. The study found that the Palace Museum has achieved good results in enhancing brand exposure through digital platforms, using cultural stories and innovative design to stimulate consumer resonance, optimizing search engines to enhance the convenience of information access, optimizing user experience, and expanding influence through social media interaction. However, at the same time, there are also problems, such as product homogeneity, unreasonable product pricing, and insufficient use of new technologies. Therefore, it is proposed to strengthen innovation, reasonable hierarchical pricing, introduce a membership system, and promote the sustainable development of cultural and creative industries through scientific and technological empowerment.展开更多
文摘本研究以小米汽车为对象,基于AISAS模型剖析其新媒体营销策略。在新能源汽车市场竞争激烈、消费者需求向智能化等转变的背景下,小米汽车依托“人车家全生态”战略虽受关注,但新媒体营销存在挑战。研究发现,小米汽车在AISAS各环节,如吸引注意、引发兴趣、促使用户搜索、推动购买及诱使分享等方面采取了有效策略,取得一定成果,如SU7上市相关话题曝光量高、用户转化率较高等。然而,其新媒体营销仍存在信息过载、购买转化路径繁琐、分享激励机制不完善等问题。为此,论文提出精准定位用户、优化购买路径、完善分享激励机制等对策。本研究不仅拓展了AISAS模型在新能源汽车领域的应用,还为行业突破营销瓶颈提供参考,助力品牌通过新媒体实现精准营销,满足消费者需求,推动行业发展。In this study, Xiaomi Auto was used as the object to analyze its new media marketing strategy based on the AISAS model. In the context of fierce competition in the new energy vehicle market and the transformation of consumer demand to intelligence, although Xiaomi Auto’s strategy of “people, cars and home ecology” has attracted attention, there are challenges in new media marketing. The study found that Xiaomi Auto has adopted effective strategies in all aspects of AISAS, such as attracting attention, arousing interest, prompting users to search, promoting purchases, and inducing sharing, and has achieved certain results, such as high exposure and high user conversion rate of topics related to the launch of SU7. However, its new media marketing still has problems such as information overload, cumbersome purchase conversion paths, and imperfect sharing incentive mechanisms. To this end, this paper proposes countermeasures such as accurately locating users, optimizing purchase paths, and improving sharing incentive mechanisms. This study not only expands the application of the AISAS model in the field of new energy vehicles, but also provides a reference for the industry to break through the marketing bottleneck, help brands achieve precision marketing through new media, meet consumer needs, and promote the development of the industry.
文摘近年来,随着国家政策的支持与文化消费需求的增长,博物馆文创产业蓬勃发展,成为传播传统文化的重要途径。作为其中的典范,故宫文创以其创新的营销方式和深厚的文化内涵备受瞩目。本文以故宫文创产品为主要研究对象,运用AISAS模型从吸引消费者关注、激发兴趣、优化搜索、促进购买,以及鼓励分享传播五个方面,对故宫文创的营销方式进行分析。研究发现,故宫文创通过数字化平台提升品牌曝光率,利用文化故事与创新设计激发消费者共鸣,优化搜索引擎增强信息获取便捷性,优化用户体验以及通过社交媒体互动扩大影响力等方面,取得了较好的成效。但同时也存在着产品同质化、产品定价不合理、新技术运用不足等问题。由此提出要加强创新力度,合理分级定价并引入会员制度,通过科技赋能推动文创持续发展等建议。In recent years, with the support of national policies and the growth of cultural consumption demand, the cultural and creative industry of museums has flourished and has become an important way to disseminate traditional culture. As a model of this, the Palace Museum has attracted attention for its innovative marketing methods and profound cultural connotations. This paper takes the cultural and creative products of the Palace Museum as the main research object, and uses the AISAS model to analyze the marketing methods of the Palace Museum from five aspects: attracting consumers’ attention, stimulating interest, optimizing search, promoting purchase, and encouraging sharing and communication. The study found that the Palace Museum has achieved good results in enhancing brand exposure through digital platforms, using cultural stories and innovative design to stimulate consumer resonance, optimizing search engines to enhance the convenience of information access, optimizing user experience, and expanding influence through social media interaction. However, at the same time, there are also problems, such as product homogeneity, unreasonable product pricing, and insufficient use of new technologies. Therefore, it is proposed to strengthen innovation, reasonable hierarchical pricing, introduce a membership system, and promote the sustainable development of cultural and creative industries through scientific and technological empowerment.
