In recent years, with the development of the Internet, the media environment has undergone profound changes, which has a profound impact on the development of public relations. As a result, 2015 will become a turning point in public relations. The basic driving force of the transition comes from the automakers putting forward higher requirements for the “advertising†rate of return. The turning direction will closely follow the transformation of the media form. This turning point will have a huge impact on all aspects of the public relations industry chain. It is also not transferred by the will of the people.
One of the turning points: the turning point of resource investment If you pay attention to the listing of all the products of 2014 Changcheng Automobile, it is not difficult to find that there is no car in the Great Wall that is listed in the traditional way. That is, the media was not invited to hold a large-scale conference, but it was quietly listed on the Internet, and the sales of each new car were very good. Coincidentally, the JAC S3 was also listed on the Internet, and it received unexpected market repercussions, so that the expected capacity was seriously insufficient.
These successful cases undoubtedly provide a paradigm for reducing the marketing cost for all manufacturers. Therefore, listing through the Internet will become the main way in 2015, and the traditional and luxurious listing methods will be less and less. Compared with the traditional listing model, the online listing is too economical. On the whole, manufacturers will increase communication with netizens through the Internet. This communication will pay more attention to the communication of brand culture, communication of brand concept, communication of quality, and highlighting the individualization of product connotation. The differentiation of products, thus consolidating their respective positions in the market segment, and even eroding the competitive goods market lacking cultural connotations.
In other words, the proportion of the overall investment in marketing will not change, but the direction of investment will change, and the investment in the direction of public relations will increase, and the largest part of the investment will be interactive. Of course, this will also affect the income of some public relations companies that are mainly active. The basis for the transformation of resource input direction will be the return on capital investment, and the effect will be evaluated based on the actual rate of return.
The second turning point: the company has become mainstream from the media. While some media people have turned to the media, the company has naturally turned unnaturally to the media. Enterprises, like the media and media people, have their own official Weibo, official WeChat, official APP, etc., and even establish their own e-commerce websites, such as Great Wall and SAIC have established their own e-commerce website. The company devote itself to the media, communicates directly with the public, and tries new forms of marketing based on the media. This will promote changes in the media landscape, promote media changes, and will have a certain impact on society.
In the past, because China did not allow enterprises and individuals to run media, then companies must send their voices to the public and must pass the media. The media industry has thus obtained huge advertising revenues, thus forming a media empire, which constitutes an ecological environment in which enterprises and media are interdependent, forming a symbiotic relationship. Now, because everyone is equal on the Internet, no matter who, the media or the company, anyone can express their opinions, opinions and opinions through the Internet, and anyone can become the main body of information dissemination. To put it another way, the tradition of voice and communication with the public will change in 2015. Because companies can make their own voices, without having to filter through the media, don't worry about the "distorting" in the media filtering process. Enterprises don't need the media "megaphone" because their voices are not necessarily smaller than the media - there are hundreds, or even thousands of dealers behind every car company. Each dealer has its own self-media. There are thousands of "fans" in the media, or, as a result of the manufacturers, there are hundreds of large and small loudspeakers in the country that simultaneously make a sound, which is often louder than the media.
In the traditional public relations activities, one or two hundred media companies are invited to participate in the normal, cost-involved or involve tens of millions of dollars. However, compared with the traditional input method, the cost of using the dealers and suppliers from the media group is too low, and the information can be accurately conveyed, regardless of time, rhythm, intensity, and communication.
Therefore, enterprises will be more enthusiastic about their own self-media construction, and reduce the frequency and intensity of using social media. The previous "pro-media" policy will become a "heavy media" policy. That is, pay attention to influential media, not all media; pay attention to influential media people, but not necessarily to the media in which they are located; attach importance to self-media construction, and reduce dependence on narrow media; pay attention to big data research, not traditional Coverage research; emphasis on broad-based interactions rather than narrow-series interactions. The effect evaluation will be transformed from focusing on the volume of manuscripts to the influence of the public and the influence of sensation.
It should be said that this change will make the enterprises that are already strong in the face of consumers become stronger. Due to the change of the right to speak, the role of the media as a public vocal tube and spokesperson will be weakened; the dependence of the auto media on the automaker will be further strengthened due to the pressure of survival. This situation will lead to the emergence of new social problems - the difference in status between ordinary consumers and enterprises will be further expanded, and even cause an imbalance in the public opinion environment. This is a historical stage in the development of the Internet, a stage of media change, and a blank period in which relevant policies need to be adjusted.
The third turning point: car e-commerce has become the focus of car e-commerce in 2014 has been recognized by all brands, although there is still a distance from the real sense of car e-commerce, but can increase sales, reduce marketing costs, all manufacturers and Dealers will participate. Therefore, all the media (the media mentioned here is a broad media, not a narrow car news website) will compete around e-commerce. This kind of competition has led to the shift of the focus of public relations.
In fact, the current car e-commerce is basically based on selling sales leads. In 2014, vertical car websites took the lead, and this year's traditional e-commerce platforms (such as Taobao, Suning, Jingdong, etc.) will become the mainstream of auto e-commerce. The reason is very simple. Traditional e-commerce has accumulated mature e-commerce experience and business model, accumulated good reputation, and has sufficient registration volume. It is enough to build a car sales platform. More importantly, vertical car websites get sales leads and need to filter out valuable data by purchasing traffic from Baidu, and the purchase of traffic requires high costs. In other words, the operating cost of a vertical car website is higher than that of a traditional e-commerce platform. Some insiders believe that the traditional e-commerce platform lacks the car information system (including news and database) that supports car marketing, so the vertical car website will have an advantage. This can be solved by purchasing a valuable vertical car website, or by carrying out relevant strategic cooperation, which is not enough to prevent the traditional e-commerce from entering the automotive field. These are not problems in the face of capital.
In this competition, who can bring more sales leads to manufacturers, manufacturers' advertising will be more to whom, and who will be the winner. At the same time, all public relations activities and communication work will be carried out around the manufacturer's e-commerce platform, and the evaluation of results will shift from focusing on click-through rate to paying attention to return.
Under the impact of the tide of e-commerce, large sums of money will be invested in strong media; the weak media will be further pushed to the tail of the "long tail" until they withdraw from the historical stage. In other words, auto e-commerce will promote the reshuffle of auto media, auto e-commerce will promote the transformation of public relations, public relations methods, public relations activities more pragmatic, will become a major feature of automotive public relations turning.
The fourth turning point: the public reshuffle of the public relations company With the deepening of anti-corruption, some public relations companies will lose old customers for various reasons, and some new public relations companies will enter the public's field of vision.
From the direction of the anti-corruption sword, the current focus is on central enterprises, such as FAW and Dongfeng. FAW has shuffled the service at the service provider level. What about Dongfeng? What other companies will become the focus of the inspection team in the future? Not yet known. Once checked, the reshuffling at the service provider level should be expected.
Because some traditional public relations companies have lost their relationship with their old customers, and even caused their survival crisis. At the same time, they have been swaying for some public relations companies that want to get car customers, which has led to the backbone of these public relations companies, even the core team, becoming a public relations company. Focus.
This year's public relations company's big shift will be accompanied by major changes in the PR style. Previously, the focus on the large-scale public relations campaign mode will be replaced by a modest and pragmatic model. The conversion of this model will result in the impact of public relations companies' income, so public relations companies should not have too high profit expectations for this year and the future. There are two changes. First, in order to have greater profitability, we must change the original profit model. Second, customers will gather with large-scale, large-scale public relations companies.
The standards for manufacturers' performance evaluation of public relations companies will gradually shift from the current extensive evaluation to the big data evaluation, both the changes in sales data and the results of public opinion monitoring data.
The fifth turning point: the media environment of the manufacturer has changed. Due to the transformation of the manufacturers' focus, the “ecological environment†between the media and the manufacturer has changed.
When the Great Wall Motor was attacked by the media "no advertising marketing", the media environment of the company was quite bad for a period of time, and even affected the stock price of Great Wall Motor. Jianghuai Automobile has had similar experiences. Although the situation of the Great Wall and Jianghuai is different, and they have come together, the experience of history is worth noting. Due to the transformation of the focus of the public relations expenses of the manufacturers, similar situations may be repeated in some enterprises.
Some of these situations are worth noting. First, due to the reduction of media investment, some of the previous media aphasias are now being voiced, and may even be strongly voiced, thus bringing grievance crisis to enterprises. Second, some enterprises use the power of the media to speculate on the issue of competing enterprises. They focus on individual incidents, use media and self-propagation to help malicious enlargement, and expand the original small events to achieve their own business goals. Third, the running-in between the new public relations company and the media has not reached smooth, some disconnects in communication channels and methods, or problems in information communication, etc., may become factors affecting the media environment of the OEM.
Due to the changes in these factors, the uncertainty of the corporate public opinion environment will become a major feature of 2015. Therefore, the media environment assessment, public opinion control capabilities, or will become an important indicator for the OEM to assess public relations companies.
It can be seen that 2015 will be a turning point in the transformation of automobile public relations form and content, and it will also kick off the large-scale reshuffle of automobile media. If the traditional media encounters a cold current in 2014, then 2015 will face the harsh winter of the storm; at the same time, some vertical car websites will encounter the cold current encountered by traditional media last year. Under the environment of sudden changes in the media environment, under the influence of automobile e-commerce, it has led to the transformation of communication modes, modes of communication, and communication with the public; the reshuffle of public relations companies caused by anti-corruption campaigns has determined enterprises, media, and public relations. The existing ecological environment between the company and the public has changed; e-commerce does not necessarily have much impact on automobile marketing, but it is certain that the marketing cost can be reduced. Therefore, the focus on public relations investment and the evaluation method will have a profound impact. All these changes in the environment have determined that 2015 is a turning point in car PR.
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