Characteristics of automobile market: after the epidemic, the influence of stability policy has subsided, and the passenger car market has entered a period of stable development. New energy vehicles grow against the wind, and technological development stimulates the upgrading and iteration of automobile consumption, with great growth potential; Under the influence of automobile consumption policy, residents' income growth, driver demand gap, technology upgrading and other factors, the automobile consumption market still has considerable growth points, and the automobile marketing market will also maintain stable growth.
Marketing characteristics of automobile manufacturers: the trend of personalized and diversified demand of automobile consumers is significant, and the marketing demands of automobile manufacturers are also gradually upgraded. The demand for the integration of quality and efficiency is further upgraded, and the "integration of product and sales" of high-quality clues + transformation has become a higher goal. Based on this, the marketing strategy of automobile manufacturers has gradually changed from wide to fine, from public to private, so as to create more effective marketing value.
Mainstream automobile marketing platform: vertical media has accurate users and large amount of clues, which is an important part of automobile marketing; Social platform automobile marketing focuses on brand exposure, and the transformation of precision marketing is not satisfactory; With its rich content and strong interaction, short video platform has quickly become a new favorite in the automotive marketing industry.
Marketing attitude of automobile users: most users will spend a lot of time online to obtain automobile information. The main pain point is that they can't feel the real object and prefer better interactive marketing methods, such as the in-depth interactive marketing method of online live broadcast + offline experience, etc. In addition, users are interested in regular free maintenance, brand test drive, brand auto show and other marketing activities, but their participation is low.
Development trend of automobile marketing: integrate online and offline channels, master the data of core nodes in the whole chain of car purchase, analyze and judge user behavior and transformation characteristics in combination with different scenarios, and create a better marketing combination strategy. In addition, we need to explore the inner needs of different circles and create emotional and valuable customized content. At the same time, build a brand private domain through multiple channels, conduct in-depth operation, create brand characteristics, continuously output brand value and culture, improve brand identity and develop users' lifelong value.
