中国汽车业网络行销现状报告与趋势分析二
<p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US"><span style="mso-spacerun: yes;"><font face=""> </font></span></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">汽车业网络行销基本情况</span><span lang="EN-US"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><p><font face=""> </font></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><span style="mso-spacerun: yes;"><font face=""> </font></span></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">根据</span><span lang="EN-US"><font face="">iResearch</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">的统计数据，中国汽车行业网络广告支出从</span><span lang="EN-US"><font face="">2002</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">年</span><span lang="EN-US"><font face="">2827</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">万元增长到</span><span lang="EN-US"><font face="">2004</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">年的</span><span lang="EN-US"><font face="">20025</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">万元，占汽车行业整体广告支出比例从</span><span lang="EN-US"><font face=""> 2001</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">年</span><span lang="EN-US"><font face="">0.45%</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">增长为</span><span lang="EN-US"><font face="">2003</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">年</span><span lang="EN-US"><font face="">1.81%</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">，无论是总量还是比例均呈现逐级跨越式发展势头，突显了中国汽车网络行销市场的日渐成熟和该行业广告主对</span><font face=""></font><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">网络行销方式的认可重视。由于中国网络的发展尚处于起步阶段，网络消费群体有待进一步培植，网络行销费相对低廉，目前网络投放份额仍然比较有限，在日益健</span><font face="">
</font><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">全的网络行销环境下将会有更大的发展空间。</span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><p><font face=""> </font></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><span style="mso-spacerun: yes;"><font face=""> </font></span></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">从广告主角度来看，中国汽车行业网络广告主由</span><span lang="EN-US"><font face="">2001</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">年</span><span lang="EN-US"><font face="">18</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">家逐年增长，到</span><span lang="EN-US"><font face="">2004</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">年已达</span><span lang="EN-US"><font face="">67</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">家，保持着</span><span lang="EN-US"><font face="">30%</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">以上的年均增长率。这里固然有中国汽车产业</span><font face="">
</font><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">整体发展因素带来的广告主数量增加，但仍然说明有更多的汽车广告主开始认识、尝试并得益于网络行销，进一步和网络媒体合作开拓使用这种新型行销方式，发掘</span><font face="">
</font><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">汽车与网络相结合所产生的更大的市场潜力。</span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><p><font face=""> </font></p></span></p><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: ""; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><span style="mso-spacerun: yes;"> </span></span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 12.0pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">当前中国汽车网络行销市场已经渡过了初期的普及和推广时期，网络广告形式开始为各行各业广告主所认可。汽车产业网络广告支出仅次于</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: ""; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">IT</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 12.0pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">、网络服务和通讯</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: ""; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">
</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 12.0pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">类。此外，一些领先的汽车网络媒体已经开始超越传统的广告形式，研究探索能够更有效发挥网络特性的行销产品，充分利用网络的互动性、群落性和顾客定位能</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: ""; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">
</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 12.0pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">力，从产业链中寻找业务链并实现价值链，结合产业需求和平台特性开发网络独有的行销产品，如企业专区、公关专题、购车工具等，努力架设好广告主与消费者良</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: ""; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">
</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 12.0pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">好沟通的服务平台，为消费者提供满意消费体验，为企业和经销商创造价值。</span><font face="宋体, MS Song" size="3">
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