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苏南永:营销向赛事综艺活力人群靠拢
2017-08-29 03:56:00 中国青年网
8月25日,在成都车展东风悦达起亚展台,东风悦达起亚总经理简短地同媒体进行了沟通。谈到东风悦达起亚在JDPOWER的评价,苏总平静地说,“在去年的售后满意度调查当中,东风悦达起亚得到了740多分的高分,拿了第二名的成绩,另外在美国汽车评价中也是拿了第一名,过去都是名列前茅,我们会持续对品质方面加大力度。”对于赛事,苏总认为,通过比赛可以检验一款车的性能。去年东风悦达起亚获得了1.6T组的冠军,今年升级到2.0T的组,目前也是陆续拿了一个非常好的结果,东风悦达起亚会在这方面会加大投入,让消费群体对赛事更加关注,从而认识东风悦达的品质优秀,性能很好。同时,苏总特别强调,起亚品牌还是希望针对年轻活力的消费群体,他们喜欢的东西,他们喜欢新花样,喜欢线上的还是线下的,喜欢比较综艺性的还是有趣味性的,东风悦达起亚会以平面或者网上的宣传方式,像刚才讲的KX7开展综艺节目植入车型。往后还会陆续采取多元化的方式打造这种营销策略,这一次凯绅就会利用寻找MR.K的活动,获奖者可以担当凯绅的网络模特,还可以参加其他模特秀的表演,这样的选拔赛也是比较特别的,也有RAP比赛,以摇滚的形式,让消费者可以跟着我们唱RAP的方式,唱得好就有奖励,让观众有一些互动,也会有一些电影的植入,往后还会采取相关的,像《父子雄兵》也是通过植入加大品牌宣传,今后会陆续采用新的花样、多样化的方式去攻打年轻的消费群体。
据苏总介绍,东风悦达起亚在8月28日会举办15周年庆典,除了对合作伙伴表示感谢,感恩会也会同时进行,到时也会有对新车,像凯绅和KX产品的发布,还会在新技术层面进行分享。
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