基于微博的汽车品牌传播策略研究

摘要

It has been notice by automobile enterprises gradually that traditional sales mode can no longer adapt to the com-petition in the automobile market,car market has transformed from seller's market to buyer's market.With the advent of the era of network, the competition of automobile market,to a great extent,is the competition of network marketing.UsingWeibo as a new channel for automobile brand advertising is aneffective brand communication strategy.%汽车企业逐渐认识到传统的销售模式已经不再适应激烈的汽车市场竞争，汽车市场由卖方市场向买方市场转化。随着网络时代的到来，汽车市场的竞争在很大程度上体现为网络营销的竞争，以品牌为核心的营销时代。以微博作为汽车品牌传播新渠道，是汽车品牌有效传播的营销策略。