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以创新营销打开通路 北京现代新千万征途启程

2020-1-2 13:33| 发布者: admin| 查看: 29764| 评论: 275

今年下半年,一场颠覆感官的性能科技盛宴,先后在全国十一座城市陆续上演,而原本热闹繁华的省会大中城市,在这场活动开展之际万人空巷。为何一场科技盛宴能够吸引全城市民的目光?究竟是什么样的魅力才能引得人们交口称赞?

原来,这是北京现代大型体验式营销活动“现代嘉年华”北京现代品牌体验日,自8月10日首站互动开起来,到目前已经历史4个月,先后在西安、石家庄、杭州、太原、北京、重庆、长沙、郑州、济南、南京、南宁等城市,上演了一场速度与激情的大戏,用智能科技开启汽车嘉年华派对的全新体验。

“现代嘉年华”北京现代品牌体验日大型体验式营销活动,是北京现代针对高性能、高智能科技打造的用户聚会活动,在这里,用户可亲身感受北京现代产品及前瞻科技的独特魅力,以贴合年轻人和粉丝集群的创新体验式营销,在产品销售中为企业贡献增长点的同时,依托创新营销活动的内容,吸引越来越多的人们关注。

以营销为突破点北京现代发力新千万时代

今年,是北京现代迈向新千万时代的起始年,同样也是北京现代技术品牌的元年。在这一重要里程碑式战略年中,北京现代提出了“新产品、新技术、新体验”的“SMART+”品牌发展战略思路,旨在通过加快新品推出速度、全球领先新技术应用、强化用户产品及技术体验,全面强化及提升北京现代技术品牌形象。

对此,北京现代在今年强化了各产品的营销创新形式,沉浸式、全景化的营销活动,从品牌和产品两个维度相继展开。

在品牌营销方面,北京现代在今年展开了“现代嘉年华”北京现代品牌体验日大型品牌体验营销活动,它集新车展示、性能表演、车型试驾、现场销售、跨界集市、亲子互动等活动内容于一身,让消费者近距离感受北京现代技术实力,深度试驾最新车型,通过体验式、互动式的营销方式,在消费者面前树立北京现代技术领先的品牌形象,带动新车销售。

在产品层面,年初,北京现代旗舰级SUV第四代胜达问世,对这一款面向家庭用户推出的产品,北京现代针对性打造了家庭式体验营销活动,让消费者可以在场景化全面体验新产品的魅力。10月,面向年轻用户推出的新一代ix25问世,作为一款青春行动派SUV,北京现代针对性打造了多项贴合年轻人喜好及生活方式的体验式营销活动,构建起了与年轻用户沟通的桥梁。年末,北京现代首款漫威超级英雄IP量产车昂希诺钢铁侠版问世,针对这一拥有庞大粉丝数的限量版车型,北京现代为其打造了集线上线下整体化的粉丝体验式营销活动,集合粉丝圈层,传递昂希诺钢铁侠版的独特产品魅力。

亲身感知 全景体验式营销构建沟通桥梁

其中,作为贯穿北京现代全年营销计划的大戏,用户在“现代嘉年华”北京现代品牌体验日活动现场,不仅可以欣赏到媲美好莱坞大片拍摄现场的震撼感,更能够亲身体验双车飞跃,飞檐走壁、单边超车等惊险刺激的特技飞车表演。此外,在一饱眼福之后,观众更可以亲身体验三车同步180度的瞬间掉头,感受心跳加速、肾上腺素飙升的刺激感。

“现代嘉年华”北京现代品牌体验日活动的展开,是北京现代首次以嘉年华派对形式展开的营销活动,不同于传统营销带来的枯燥与乏味,在这场科技盛宴的派对中,北京现代希望能够让消费者近距离感受北京现代的技术实力,以最直观、最具互动性、最有趣味性的体验形式,传递北京现代的技术内涵。

17年坚持创新营销 与千万用户同行

一直以来,北京现代致力于和用户共同成长,17年来深刻把握用户需求,不断革新营销形式,为用户带来产品的独特体验。在文化领域中,北京现代先后开展“北京现代班”校企合作项目、独家冠名赞助《剧院魅影》英文版音乐剧,通过文化营销实现品牌形象的全面提升;在体育领域中,除连续9年赞助北京马拉松赛事外,北京现代还是世界杯、中国之队、CTCC等全球A级赛事的赞助商,通过这些充满生机与活力的体育运动,和年轻用户一起拥抱阳光生活方式。

站在千万用户的新起点,为了进一步提升“千万+”品牌标签,未来的北京现代依旧将会坚持创新营销活动,与用户时刻保持沟通,更加注重新生代人群的用户体验,积极地将用户需求与营销工作联系起来,从不同角度密切关注消费者在驾驶过程中遇到的痛点,通过不断开展、优化互动式、场景化的营销活动,强化消费者对北京现代技术品牌形象的认知。

新千万的征途上,北京现代将以技术为底色,以营销为画笔,以品牌价值提升为愿景,描绘未来北京现代的新蓝图,为改善中国消费者的出行,创造全新价值。


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