商用车新媒体营销建议

彭维

摘 要：隨着全球互联网时代的到来，新媒体在不断地改变着人们的生活。新媒体具有形式多样、传播途径广泛，可以通过数据衡量产出等特征，将其应用在市场营销中，能够加强企业与用户之间的双向沟通，及时准确地掌握消费者信息及需求，为客户量身打造创造客户最大价值的产品，提升企业品牌形象及价值认可。商用车口碑传播及转介绍营销与新媒体营销特征相得益彰，未来可期，但目前仍处于起步和摸索阶段。本文从结合商用车新媒体营销现状，提出了相关改善建议。

关键词：新媒体营销 商用车 营销建议

New Media Marketing Suggestions for Commercial Vehicles

Peng Wei

Abstract：With the advent of the global Internet era， new media is constantly changing people's lives. New media has a variety of forms， a wide range of transmission channels， and can measure the output through data. Its application in marketing can strengthen the two-way communication between enterprises and users， timely and accurately grasp consumer information and demand， create customized products for customers to create the maximum value for customers， and enhance the brand image and value recognition of enterprises. The characteristics of commercial vehicle's word-of-mouth communication and referral marketing and new media marketing complement each other， which is expected in the future， but it is still in the initial and exploratory stage. Based on the current situation of commercial vehicle new media marketing， this paper puts forward relevant improvement suggestions.

Key words：new media marketing， commercial vehicle marketing suggestions

1 什么是新媒体营销

新媒体营销是指基于新兴的以互联网信息沟通媒介为载体的促销方式。包括广告、人员推销、销售促进及公共关系四种路径。新媒体营销的本质是在特定品牌价值呈现上，对产品的概念诉求和问题的分析，针对消费者的心理引导的一种营销模式。它通过借助媒体和舆论的传播，来促进消费者对企业的品牌和产品达到认同的目的。

结合以上定义，我个人认为商用车新媒体营销的意义在于基于商用车客户价值触点，运用互联网营销工具，与客户进行持续沟通、交流，想客户之所想，及客户之所急，从而促进客户对商用车产品及品牌价值的认可，愿意自己购买并转介绍周围的朋友去购买。

2 新媒体营销大有可为

据麦肯锡调研发现，中国的社会媒体用户群是全球最为活跃的群体，一二三线城市居民的社交媒体注册率高达95%;新媒体营销前景广阔。……