浅谈“后疫情”时期汽车直播营销

Discussion about the Car Live Broadcast Marketing in the"Post-epidemic"Period

近年来新车市场销量下滑,库存压力增大,传统营销渠道遭遇瓶颈,而移动互联网的发展和消费模式的改变,直播经济迎来风口。2020年初新型冠状肺炎疫情影响,“直播+汽车”成4S店救命稻草,汽车直播爆发式增长,高沉浸用户不断沉淀,但如火如荼的汽车直播背后转化效果不尽如人意。“后疫情”时期,汽车直播仍将作为4S店常规营销渠道之一。本文研究了汽车直播面临的困境并给出针对性建议,以期推动汽车直播良性发展。

In recent years,sales in the new car market have declined,inventory pressure has increased,and traditional marketing channels have encountered bottlenecks.The development of the mobile Internet and changes in consumption patterns have ushered in the live broadcast economy.Under the influence of the novel corona-virus pneumonia epidemic in early 2020,"live broadcast+car"became a life-saving straw for 4S stores.Car live broadcasts have exploded,and highly immersed users continue to accumulate.However,the conversion eff ect behind the raging car live broadcasts is not satisfactory.During the"post-epidemic"period,car live broadcast will still be one of the regular marketing channels for 4S stores.This article studies the diffi culties faced by car live broadcast and gives specifi c suggestions to promote the sound development of car live broadcast.