如今,中国汽车市场的销售增长率已经回落,而产能还在不断提升,加上新车型不断被引进,市场竞争日益激烈,竞争的升级势必给销售提出更高标准和要求。从媒体角度来看,信息碎片化、媒介多元化,对于受众的信息把握更是难上加难。如何迅速识别和找到目标消费群体,开展极具针对性的品牌教育和产品推广,进而实现精准传播与营销,让受众对品牌认知和消费倾向形成具有行销价值的心智影响,最终达成购车目 Nowadays, the sales growth rate of China’s auto market has dropped while the production capacity is still rising. With the continuous introduction of new models and increasingly fierce market competition, the upgrade of competition is bound to bring higher standards and requirements to sales. From the media point of view, information fragmentation, diversification of media, for the audience to grasp the information is even harder. How to quickly identify and find the target consumer groups, to carry out targeted brand education and product promotion, and then to achieve accurate dissemination and marketing, so that audience awareness of the brand and consumer spending form a marketing value of the mental impact of the final car