According to the marketing department of FAW Toyota, the mainstream users are mainly people aged 25-35. Most of them have a certain economic foundation and started to form their own families. Compared with the previous generation, this generation prefers to enjoy life and regards cars as tools of life rather than durable consumer goods. "In this group, female consumer groups have begun to grow up. They are more concerned about the quality of life and the comfort of driving. Of course, the shape and interior of the car also require a sense of fashion.
There are three stages of automobile consumption, namely, cognitive stage, attention and investigation stage and final purchase stage. No matter in the cognitive stage, or in the stage of paying attention to research and final purchase, the internet accounts for a large proportion-especially in the first and second stages, which is the supreme position; In the third stage, the first is the dealer, the second is the introduction of friends, and the third is the Internet. The Internet has surpassed all other media in this respect. There is also our front end, that is, the dealer is in a very important position. In addition, word-of-mouth is very important in marketing, which also reminds us that it is very important to do a good job in word-of-mouth communication and how to integrate and innovate in this respect. The Internet itself, whether it is called a platform or a tool, has demonstrated its strength in these three links. In the future, everyone will get more surprises from it, because it is no longer a tool, it is already life itself. The theory of "trust yeast" put forward in the book "Weapons Spectrum of Network Integrated Marketing" precisely means this: In today's society, the audience is bombarded by countless advertisements every day, and they have produced rich "advertising immune antigens" in their bodies, but their vigilance and resistance will be greatly reduced in the face of the information conveyed by people who are closely related to them. What really determines the purchase decision may be a word from a buddy and a series of posts commenting on products in the community, rather than overwhelming advertising language. Because of the trusted yeast, the credibility of the same information content is greatly fermented, and the efficiency and speed of information dissemination are also improved. Carl hovland, a pioneer of experimental psychology, conducted an "army experiment" and proposed that this was the reason why the credibility of information sources affected the communication effect. The focus of online marketing should be changed from authoritative information release to inducing netizens to participate and gain word of mouth, thus affecting consumers. Let's take a look at how Carola mobilized the enthusiasm of netizens in all directions!
On April 1 day of this year, FAW Toyota began to hold "Corolla Corolla Pleasure" online. Hold an annual blog essay contest. "Compared with general online advertisements, the cost of online blogs is relatively small." Compared with advertisements on portal websites, online blogs are more durable and easier to be seen and accepted by people. "Li Xiang said. This blog essay contest shows a variety of personalized expressions, just like FAW Toyota's judgment on their target consumers. A netizen named "Ke Xiaole" mentioned in his blog post that he hoped that the car in the car was his wife: one should be beautiful and the other should be able to run a life. Carola, on the other hand, meets all his requirements for his wife: stylish appearance and fuel economy.
"Many young people spend a lot of time on the Internet every day, more than eight hours or more every day." Li wants to tell reporters. The survey from FAW Toyota also shows that the Internet is the key channel for Corolla's marketing. "In fact, the key to online marketing is to do event marketing. Through event planning and objective and neutral event reporting by the third party, the topic is formed. These topics will be mentioned by some fans or users in internet forums or blogs, and there will be special topics on the internet. This information is not as fleeting as news, but will remain for a long time, thus achieving marketing results. " Li Xiang, who first proposed that FAW Toyota should do network marketing, knew the network like the back of his hand. Under his guidance, more event marketing has been fully deployed.
10 ended, and the Corolla DV show kicked off. "We have noticed some special performances of young people, especially after the 80s. For example, compared with us, they prefer to look at pictures, like video websites and prefer personalized expressions. DV is one of them. " Li wants to say. In the video received by Corolla official website, user Huang Wei used DV to tell the story of his careful calculation of Corolla in the days of rising oil prices. There are realistic pressures in the story, as well as ordinary fun of family travel. Li Xiang explained: "It is easy for us to empathize with the experiences of people like us. When we read other people's stories, we will also think of ourselves. It is at this time that Corolla enters the vision of the target consumer group. Since 2006, the network communication of Corolla Corolla has been climbing. First, it is due to the effect of market preheating and new car listing, but equally important, this kind of communication is also based on the content brought by Internet marketing users. Including interaction with blogs and BBS. Network communication has three characteristics, one is expression, the other is interactive participation, and the other is also very important. The lifestyle of many target groups is "Internet life". It is understood that since its listing in May 2007, the sales volume of Corolla has exceeded 200,000 vehicles, but in the face of the overall downward trend of the automobile industry, Corolla has maintained a good growth-the monthly sales volume of 134 17 vehicles was realized in10/0.