There is no doubt that, in the moment of product homogeneity, users depend more and more on brand to separate from the product. Distinctive brand personality caused more user feeling, touches the heart deep emotions for users.
China's automobile industry is developing rapidly,
and the rapid growth of auto possession, can develop new market space more and more little. Companies face a horse race circle from the amount of type of the change of growth to growth. This change in the inflection point, through the shift of marketing content and marketing way to user perspective as foothold, enhance the user experience, enhance the user loyalty, will help enterprises to realize qualitative growth. In this respect, dongfeng Citroen this have romantic France elements of the enterprise and made pioneering exploration.In the ballet "with heart C dance", the product for the first time become the protagonist of the plot driven development, through the lithe and graceful dance, the audience feel a gentleman a refined [review images BBS] life; In portal a TV series "crazy office" in, dongfeng Citroen sega [review images BBS] image repeated flash, "the title is a kind of life attitude" products philosophy throughout. At the same time, badminton champions Lin Dan appearance in sega poster, be in the offline badminton challenge object. "The east tour" activity is trying to reproduce walk 80 years ago Citroen throughout the Eurasia determination and perseverance, let users feel products and services at the same time, also to know a firm and unyielding, persistent and progressive spirit.From a company with a French romantic lineages of enterprise marketing activities, we see a car marketing methods and operation skill transformation. This shift are focused on the following three aspects.First, focus on the Angle of view of transformation from self as the center to the user as the center of the transfer. From dongfeng Citroen of these communication activity, we see few every salesman boasts of his own wares, straightforward type shouted, in turn, is more exquisite manufacturers competence to the needs of the users, including functional level and spiritual needs, and set up corresponding scene, let users in these elaborate set scenes moistens everything silently understanding to the benefits of the product and feel shocking and sublimation.Such as "east tour" large activity, dongfeng Citroen not only 80 years ago to carry forward across the Eurasian continent overcome difficulties and obstacles determination and perseverance. In the long distance offline during walking, also let users in silent place to experience the superior product quality performance and service close. It may be said brand, product and service experience a arrow 3 carve.If, say, in the product is still not popular s, all can be made by the manufacturer, the user does not have more choices. But in the car DVD product is extremely rich, even appear homogeneity of the s, if manufacturers still focusing on internal, put in their own products, and not cater to consumer demand, not with the similar product competition to distinguish, that certainly will is a one-way conversation wishful thinking of the game. The market more up gradually be left out in the cold of automotive products is in a hurry.Second, the centre of the marketing transformation from do to make brand, products do the transfer of culture. From 2011 dongfeng Citroen four main marketing activities to see, "the title is a life attitude", "sega is a champion in" the idea has passed to the subtle potential user; And in the heart with C dance "in the ballet, through the lithe and graceful dance to users also deliver the elegant concept of life and way of life.There is no doubt that, in the moment of product homogeneity, users depend more and more on brand to separate from the product. Distinctive brand personality caused more user feeling, touches the heart deep emotions users. In the popularization of the car then, users buy a car not but meet travel, is like leather bags, watches, clothes, for yourself with an individual tags. Brand passes out the personality and connotation is sufficient to this backup camera kind of demand. Such as harley-davidson motorcycle can successfully will brand and freedom unruly relates in together, and cultivate a large number of loyal users. Can say harley-davidson motorcycle has transcended the motorcycle itself, it more represents a group of personality is distinct, self of make public collection of people.The product can copy, and the new product can always stand a generation product shoulder, with more than a generation more superior performance, but this kind of unique brand culture... "sweet, hard to replicate and beyond.Third, change the way of marketing, from a flat publicity to the spread of three-dimensional transformation. From 2011 dongfeng Citroen marketing activities can also see another clue, it is a kind of comprehensive integrated marketing communications. From space, the marketing activity no longer sheet is the experience of product functional, more audience spiritual touches; In time, not only let the user experience of the function of the product, more let users feel service close. The propaganda promotion has transcended the traditional plane or TV ads, better than the dealer the opportunities of driving, duration longer, participation, stronger, is the body and mind of consumers both touches.From the three-dimensional dissemination, the user can clearly identify the brand and the brand of the difference, and find identity, find incentive uplifting positive strength of life. They see is a car, in the heart to feel is that a kind of elegant and forge ahead the life, is a kind of internal and external and the life quality of ascension. This effect is not a simple advertising communication can achieve.Above is to improve user viscosity, improve loyalty, the realization enterprise of the essential elements of growth.
