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35、AV”UX”UV”AX”AVTAXTAVAUXAUVDUXAV?UXAXFG7DUV?UUX0.00%1.00%2.00%3.00%4.00%5.00%6.00%7.00%22|2UU?8-ModelY2YS-GWhA-GT?H%yFy&D7gNZ)?A7g_8#jMNV V6nMf”,nMf”,#MN,#h$V VaaZ*cMN%&OP,Z*cMN%&OP,4chAc7lmVWXN7iNlmT4,-$%+n:;,9,Nd=*:;NdcMN:;7gOPy.dOP45|,197g51%25%24%28%25%14%16%10%7%内容搞笑幽默实用接地气有故事性形式新颖,有新意有详细介绍/使用教程
36、名人/明星/网红推荐可互动,参与性强位置显眼,引人注意产品植入巧妙MN%&MN%&7g_8#G7+,*jZV V7NV,7N(7NV,7N(4cijkuAc4Nij-.Lo;Qp%09H-py+JH-4)*O?*h56(,N-.1JKMN%&Ux%chHa,7gVab”DV,N7NV40%39%19%18%16%9%7%Ux%H7aHV+“Xg汽车兴趣人群39%34%24%21%17%9%8%Ux%cHVH7a+0909“Xgep新能源汽车兴趣人群7g_8#JKMNJ46%32%17%20%11%13%52%28%23%18%11%17%认可节能环保的理念新能源比燃油用车成本低新能源汽车的外观
37、年轻时尚所在城市对新能源车牌友好智能化的软硬件设施新能源购车优惠补贴汽车兴趣人群新能源汽车兴趣人群7g_8#NzF7J7g_8#NzF7JV V+,+,4c,-AcNa4,-OPHIJKLMdeTJN-MN:;7g”sjMN,n+,Ndaa1MNA”?U?U?UA+,!MN”sh!S8T.5N.5,jh!WzghY7zH4%WMN%&MN%&7g_8#hn1MNV Vbj:;bj:;4c,-AcNa4,-OPHIJOP03SJMN:;7gMN*C2c-,nbabNd1NZ,MNJMHM”,),y.h1MNmKMN,mN,ij56m,c*$MN%&b529%24%23%25%17%22%30%1
38、3%18%13%13%11%13%8%7N/65NN2R89|7N5MNXbijNJMN5bkMN1NMNkz5 MN%&MN%&7g_82y,#CHMNjF”V VPE/a 2h12,8nb8NdbPE/a 2h12,8nb8Ndb4c,-AcNa新能源汽车内容兴趣用户更注重续航、电池稳定性和舒适性T4,-HIMN:;7gNNJ/,)_h 2F),/NZJy.J?Yb8JMN:;7gbNd,y.,h1JKop37%34%33%17%26%18%30%22%34%17%9%14%18%10%22%3%12%安全性续航里程舒适性充电速度动力空间大小汽车价格配置电池质量售后服务车型保养维修外观内饰
39、操控品牌用电量车系智能化软汽车兴趣人群新能源汽车人群”D”U4Cbop?YbU8N?KLN%=1JMNk8”+KLNKLNV VYlm(IJKLJYYlm(IJKLJY-cOPAcu.bNOP R77uKL6)*O,KLMNm57u,KLN7g(IuCYaaYaCYYlm,1bxYlmKLN7gKLNOP-ZYYlm7g52WUJo4NPCYlmCYlmaYlmZYlmbYlmYlm()lmYKLMNsk82upu*-g*b:wpqjEpi-H-KLN%&v3KLNKLNV VKLNKLN,-cAcbN 7g;qMKLNoL7pZc,豪华品牌的底蕴和格调让他们看到感兴趣的相关豪华车内容会主动点
40、赞/转发/评论,更愿意为心中的豪华车品牌发声潜在用户心中对豪华车更多的是仰慕,留资相对比较慎重。-+3T?W”/”ATAW?/WUhMNOQR7%|,!hY7:;hKLN%&MN%&7g_8#MN,#h$KLNKLNV V;%.,=hepJzF7;%.,=hepJzF7-c_aAcabN_aKLN%KLNN7gKLN7J1=,9ep“KLN-.1%0q-&4aN+zKa1H97%9%16%18%19%39%40%24%15%21%17%31%15%33%“Xgephb09+09HVlm;QH7aUx%cTKLN%&MN%&7g_8#NzF7JKLNKLNV VKLcP7gOPKLcP7gOP-
41、chAc NlmVC2KLN*:;7g豪华品牌的故事性更能引起用户关注,*:;KLN7gOP,y.n:;Nd1ONZ:*.oeAU”AT?”T”?/?UA内容搞笑幽默实用接地气有故事性形式新颖,有新意有详细介绍/使用教程 名人/明星/网红推荐可互动,参与性强位置显眼,引人注意产品植入巧妙汽车兴趣人群豪华车兴趣人群7g_8#G7+,*jZKLNKLNV V&,wop,wop-cijkuAc JY!NijKLR1eR,17ge+从市场大盘来看,BBA三强通过价格下探,奥迪Q5L、宝马X3和奔驰GLC已经跻身2021年上半年SUV市场销量的TOP15。豪华SUV车型搜索占比接近50%,远高于其他级别
42、市场。s#$%&+TgHI()*&+,-./潜在购车人群和暂时不打算购车人群均对BBA品牌表示出由衷的喜爱,同时他们对红旗品牌的关注超越了其他二线豪华品牌。KLN7gNZLm2MPVSUVZNdN$ZNZN-ZN41%33%33%31%22%21%20%18%14%11%11%10%10%10%10%10%9%9%7%8%8%6%5%5%4%4%4%4%2%2%1%1%1%1%奥迪奔驰宝马红旗凯迪拉克上汽大众一汽丰田路虎雷克萨斯吉利长城哈佛捷豹五菱汽车广汽本田一汽大众长安汽车沃尔沃东风日产比亚迪北京现代东风本田广汽传祺领克奇瑞小鹏特斯拉上汽通用雪佛兰WEY东风风神理想蔚来江淮汽车捷途威马潜在购
43、车不打算购车7g_8J0 A#MNKLNKLNV VMN:;k8,;qMD:;MN:;k8,;qMD:;-c,-Ac0Y!Nz12a-OPHIJ,-3QOPSTJ+T3-OPHITP45”OP他们会经常主动搜索了解豪华车的相关视频内容(接近70%),他们同时会每天查看汽车相关资讯(超过40%)相对于各类达人和车企高管,豪华车汽车用户更愿意接受明星客串的汽车内容直播,获取明星+豪华车的“星”品质内容7g_8#hz1MNO,$50.8%31.9%49.2%68.1%汽车兴趣人群豪华车兴趣人群否,不会主动了解是,会主动了解7g_8#Hh OP MNO:;J19.2%16.0%13.4%10.6%15
44、.1%16.9%30.4%42.2%汽车兴趣人群豪华车兴趣人群每月1-2次每周1-2次每周3-5次每天都会浏览167.00 127.00 111.00 83.87 96.88 明星客串非汽车类主播客串汽车品牌高管汽车销售顾问汽车专业达人用户调研:您更喜欢观看以下哪类主播进行汽车直播?KLNKLNV V+,JKLN:;7gEMN+,JKLN:;7gEMN-c,-Ac0Y!Nz12aLKL,KLN,y.JH1=adKLMde-OPHIN,-3Q67g_8#hn1MN57%20%12%14%11%8%9%8%6%5%+,!MN”sh!S8T.5N.5,jh!WzghY7zH4%WMN%&KLN%&K
45、LNKLNV VMN:;7gkN,KLNij:;OPOny%&MN:;7gkN,KLNij:;OPOny%&-c,-Ac0Y!Nz12aKLN:;7gMN65k,ijNa5 abaMNkz:;KLN:;7gVWnKLN%,?JKL“b,8KLNij:;hO:;C1y.豪华车汽车内容兴趣用户玩车属性更强,豪华车改装内容关注度超过其他人群24%31%15%22%18%18%16%18%19%21%10%7%6%用车安全改装车汽车保养维修功能介绍用车技巧自驾游玩购车比价/优惠信息试驾评测喜爱的汽车博主炫技漂移选购汽车技巧新车发布资讯汽车论坛交流汽车兴趣人群豪华车兴趣人群用户调研:您对哪种类型的汽车类
46、内容更感兴趣?KLNKLNV Vb7hNZe7(OPb7hNZe7(OP-c,-Ac0Y!Nz12a:HIN783$%N5qX-i./KLN:;%&JKKLNqa;NKLNh,y.qC;N8b56C,!qa;NKLNN7g_8$B:,#x%JN14.9%18.0%14.1%10.9%MN%&KLN%&=qa;N=N;KLN0%e,“U?(”:3,)Z:GF9ij/0JKLN7gJKzF7g_8#JKMN,NzFJ51%28%20%15%26%34%40%31%20%17%37%14%8%17%20%e/AMNR712:=/0$-NZ(”:3X4CopNAijMN%&KLN%&KLNKLNV V
47、n+,:;,ns”=:;n+,:;,ns”=:;-c,-Ac0Y!Nz12aKLN1y.=C3,k8On1laa_Yaj:;,q/S_,h+a(j:;(,7g+,:;h9,Daa_Yj:;s:;h,7g”=aaj:;VW,KLM9:OP+,efXzOP颜值才艺资讯搞笑二次元美食汽车运动游戏影视和短剧KLN%&+,jZk8)?U才艺舞蹈动物高新穿搭亲子情感音乐生活二次元明星美食颜值汽车运动资讯搞笑随手拍游戏影视KLN+,7g2才艺亲子穿搭动物舞蹈生活摄影美食汽车音乐资讯运动情感搞笑二次元明星颜值游戏影视随手拍KLN+,7g2舞蹈才艺穿搭亲子动物摄影生活美食运动搞笑汽车音乐资讯影视二次元情感明星颜
48、值游戏随手拍KLN+,7g2穿搭才艺生活动物舞蹈美食亲子摄影音乐汽车运动资讯颜值明星二次元影视情感搞笑游戏随手拍KLN+,7g32KLN+,:;VVV32KLNs:;VVV32文玩鞋类摩托车自然动物唱歌体育魔法二次元美妆情景剧婚礼美食汽车搞笑才艺情感生活游戏服装KLNs7g2园艺二次元动物小鲜肉舞台表演摩托车自然风景唱歌魔法表情情景剧美食美妆婚礼搞笑段子才艺汽车游戏情感服装生活KLNs7g2舞台表演小鲜肉动物二次元唱歌自然风景摩托车文玩情景剧婚礼魔法表情美食美妆搞笑段子才艺汽车情感游戏生活服装KLNs7g2摩托车动物小鲜肉舞台表演魔法表情二次元唱歌钓鱼自然风景美妆婚礼情景剧文玩美食搞笑段子才艺
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