汽车品牌微电影广告营销策略分析—以雪弗兰科鲁兹为例

近几年来，随着互联网技术的发展，传统广告式微和消费者行为的不断变化，微电影营销以其感性诉求、互动性强的优势，减少了消费者对普通广告的抵触心理，成为抢占消费者心智的有力工具。本文从雪弗兰科鲁兹成功的案例出发，通过详述影响微电影营销效果的因素，对科鲁兹开展微电影营销的策略展开分析，希望对国内汽车品牌开展微电影营销提供借鉴。
关键词：微电影；营销策略；分析

Car brand micro film advertising marketing analysis
Chevrolet as an example
 
Abstract: In recent years, with the development of Internet technology, traditional advertising declined and consumer behavior changing, micro movie marketing with the advantage of its narrative, interactive is strong, with a more gentle expression decreased consumer resistance on ordinary advertising, has become a powerful tool to preempt the consumers mind. Based on Cruze successful cases, this paper through the detailed factors that influence the effect of micro movie marketing of cruze micro movie marketing strategy analysis, hope for the domestic car brand in micro movie marketing put forward beneficial enlightenment.
Key words: micro film；marketing strategy；analysis

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