The China Market Research Center is a former subsidiary of the National Bureau of Statistics. It is currently affiliated with the Contemporary Urban and Rural Development Planning Institute of the Chinese Academy of Social Sciences, and processes data from the National Bureau of Statistics of the People's Republic of China and the national customs import and export data processing; and searches for UN database data, using mathematics There are models to analyze and analyze them. Combined with the actual investigations conducted by the China Market Research Center, experts from the Chinese Academy of Social Sciences and the National Bureau of Statistics ensure that the results of the research are publicized to the society.
After the explosive growth of the automobile industry in China's automobile industry from 1999 to 2000, it began to enter a period of steady development, indicating that the automotive industry's advertising market is gradually becoming mature and entering a period of sound development.
At present, the amount of advertising in the domestic automobile industry in newspapers and television media has been increasing year by year. The increase in newspaper advertising is far greater than the increase in television advertising. It can be considered that the advertising media of the auto industry is the newspaper media, and China's auto industry is in an active period.
It is expected that in the next few years, the Chinese car advertising market will develop in the following directions:
1. The growth rate of the overall advertising investment in the automotive industry slowed down into the 21st century. With the acceleration of the localization of production after the entry of multinational automobile brands into China, the consumer market is growing and growing. The automotive industry in China was realized from 2001 to 2003. With rapid development, the number of new models has increased dramatically. The number of new models that were only listed in 2003 was nearly 70, and the total automobile output has also been steadily increasing. However, in 2005, the relative overcapacity of production capacity appeared, the industry competition further intensified, and the price warfare occurred frequently. At the same time, with the rise of industrial raw material prices and the high price of refined oil products in recent years, tremendous pressure was placed on automobile production costs; the profits of the auto industry increased. The rate dropped sharply. The slowdown in the development of the industry has directly brought about a slowdown in the growth rate of advertising in the industry.
2. The television media has become more and more mature, becoming a steady and rapid development of the mainstream economy, which has driven the expansion of the automobile consumer market, and has shown two major characteristics: First, consumer demand has led the development of the automotive industry, and second, with the consumer groups. The expansion has brought about a differentiated level of consumption and consumer demand. In the face of this change, auto companies are constantly launching new models and launching corresponding marketing communications activities in response to subdivided target markets to cater to the needs of different consumer groups.
At the same time, the increase in media specialization and decentralization has also provided the automotive companies with a platform for subdivided dissemination. The specific performance is in two aspects: First, new media emerges that have a decentralized, one-to-one communication feature, such as Airport media, LCD TVs for buildings, and mobile phone media; Second, as the process of cars entering the home has accelerated, various types of traditional mass media have also added specialized content platforms for consumers in the automobile market, such as special newspapers for automobiles and automobiles. Industry magazines, automotive websites, etc.
Under this trend, print media, especially financial and automotive professional newspapers and magazines, are highly targeted because of their targeted dissemination, which facilitates the communication of high-tech, rich and complex professional automotive product information. The target audience has high commercial value. Advantage, become the main force of advertising in the automotive industry.
3. Slower growth of traditional media advertising, new media has become the new darling of advertisers Although print media is still being relied on by advertisers in the automotive industry, advertising growth has slowed down. As a representative of new media, online media is attracting a large number of advertisers in the automotive industry due to its large amount of information, strong interaction, flexible forms, high concentration of target audiences, and the ability to achieve one-on-one deep dissemination.
In addition, some emerging media, such as airport media and LCD TVs for buildings, are also favored by advertisers in the automotive industry because of their high commercial value and strong targeting.
4. Warming up of “sports marketing” Under the pressure of increasingly fierce brand competition, companies hope to find information dissemination carriers or methods that are more conducive to interpreting brand personality and achieving strong communication. In the current Chinese market, with the improvement of people's living standards, attention to health and sports continues to increase, and Chinese consumers’ enthusiasm for sports is rising. In the Chinese market, the automotive industry enterprises have keenly captured the intrinsic correlation between the concentration of cars as a driving force and speed and the faster, higher, and stronger sports. “Sports marketing” is increasingly dominated by advertisers in the automotive industry. Means to apply to the process of brand communication.
Shenyang Zhongda Huanxin Refrigeration Technology Co., Ltd.
