Taizhou network Zhang Wenguo: Local Web site in the automotive industry user mining

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

"2009 China Local Web site Development forum" in October 17, 18th at the River Hotel in Hangzhou grandly held, from all over the country 400 local Web site together to discuss the development plan, the following is the Taizhou network Zhang Wenguo wonderful speech.

Everyone good, thank phpwind give me such a sharing opportunity, rather than share, but also I as a summary of the car, yesterday to today to hear some of the site to share, there are many sites than we do well, such as yesterday, the Dragon Lane Chanyu said a lot of things, and Yuyao Life Network Xu Yue talk about the automotive industry life sharing, I first introduce myself, my name is Zhang Wenguo, we from April 09, re-register a media company, the company name is called Taizhou Interactive Media Advertising Co., Ltd., just talked about the two days we discussed the focus of the issue, We network Marketing We do the most is interactive marketing, so our company name is called Interactive communication, Taizhou Network car channel started in June 2007, when many colleagues said that the local portal do not have a way out of the car, how do they think? For example, I have a lot of professionals who like to play with cars around me, Where will they look at the information they are looking at? Pacific Automotive Network, for example, Sina Sohu Professional car website or love card, local portals how local industry channel, we are here together first on the local portal car channel positioning, our channel to the local consumers of Taizhou and car merchants to build communication service platform, Learn about automotive consumption information and the latest and hottest promotional discounts on time.

From this aspect how to do a good car channel, from some data to see the proportion of the Internet car information on the network in the national major stations are very few, in the network news quantity, the car news quantity accounted for only 5%, many people in the car when the choice to understand the car information mainly in the network, From the FAW Toyota Network reported on the volume from 2006 to 2008, 2009 growth faster, as a local website, how to dig the automotive industry user groups, we pay attention to a few aspects, one is the provision of content, our Taizhou network car channel, Taizhou local car information we first release, Form our website as the traditional mainstream media in Taizhou they are slower than us, they sometimes have to come out of the soft text, to our copy, we do basically local information, on the other hand, we also pay attention to their own brand awareness, the 4th we focus on planning, this time our company also came three colleagues, Members of our team, we have a special planning department, for car operators to provide a series of activities planning, the fifth just said the interaction is king, this is our channel some of the framework. In content we focus on the original, so our car channel editor serving in Taizhou Business newspaper reporter, he joined the Taizhou network, in the original news we will have a stronger focus on local car news, and create some brand columns, such as Taizhou car channel inside new Car Express, car magnifier, And a small Xu car show with the name of the editor, we have two times Shanghai International station to send special reports, in our local two years of the Taizhou International Auto Show has sent four to five people's editing power, that is, during the fair during the exhibition to do on-site reports, timely upload, in addition, we follow the Taizhou car radio channel, Event participation is better than other network media, like the fourth session of the International Automobile Exhibition, we are the co-organizer, and then 08 we organized a new auto car test test Drive, there are 08 Taizhou State Press exhibition, Taizhou 51 Auto Show, we are concerned about the Shanghai International Auto Show, the fifth annual Taizhou International Automobile Exhibition, At the end of this month, our Taizhou network will team up five off-road vehicles to participate in a cross-country fun competition in Jinhua Pujiang, then we Zhejiang Province Eight network media networks of Automotive Media Alliance, so relatively speaking, we focus on localization, specialization, service, another important function is that we create a network media function , just weeks always talking about the real estate home, this concept is basically the same, we Taizhou network car channel has become the local car dealer to put online advertising the best choice of network media, then here we become a network media, we basically taizhou all car things will appear in our channel, Our website personnel to report in time, so there are times when the car dealer big event invites the media sometimes we help him organize a media participation list, another is the brand promotion, we these years Taizhou NET invests the large-scale outdoor advertisement, for instance the bus body, has made the strong propaganda to own media, has also produced the advertisement film, Some become TV stationsNetwork support Media, we in Taizhou TV to put their own image ads, done more than a year, every night three 15 seconds, day four 15 seconds, in addition, we sponsored a TV station section, their notebook computer in front of the logo is our Taizhou network, we have their own brand propaganda played a very good publicity role.

Here I would like to say that these media all invest in my site does not cost a penny, some of the media exchange, some basically a form of cooperation, basically we Taizhou network held a variety of activities have been the local traditional media coverage, this is what we do a promotional activities, television reporters in the on-site interview activities, We Taizhou network car channel focus on planning, we organized a big tournament in 08 years, this is the 2008 Network Car Baby Selection contest, we this game lasted two months, the number of applicants reached more than 500 people, this event should be said in 08 our most influential car events in Taizhou, Also produced a certain amount of economic benefits, and more important is that we through such a game to deepen the partnership with car dealers, at the same time, we have done a lot of traditional media resources in this activity, the radio two days a report of our activities, every day to track our contestants to interview, and to our site to bring a high rate of hits, We are such a race time period inside, the PV more than 100,000, the final event is in Taizhou radio and television 600 square meters standard Studio Hall, with a first-class live car for recording, broadcast in the local television station two times, such a large-scale event.

The other is our car channel also attaches importance to the public welfare business participation, participate in the planning line activities, expand influence, such as June or July this year, Hangzhou and Taizhou are very concerned about, Hangzhou has a 70 yards event, Taizhou has a zebra incident, pedestrians at the zebra crossing was killed, and then the driver fled, We planned a civilized trip with the traffic radio, Orange ribbon Action, comity Zebra series activities. In addition, our Taizhou network has set up a car dealership in Taizhou, the people who participate in the car club to interact with the traditional media after the event, to the traffic broadcast car friends clubs in the field of a live broadcast of an activity, but also require users in BBS forum to write their own travel diary, car friends travel treasure, online organized a lot of interaction, For example, QQ Group, launched a number of themes, our website has set up a private club, inviting more than 60 more professional drivers in Taizhou, set up a club, met a lot of 4S shops need to do a new car test drive test, we invite members to the 4S shop inside for Test drive, And then invite each test drive to test test on our web, this is our test drive for Volvo, this is our car club activities of some photos.

Another one we have long insisted on an activity, that is, Auto Group purchase, since 07 has been our main interactive content, these photos are our car friends to take to the 4S shop to bargain photos, we have just started with the merchant cooperation, businesses do not want to cooperate with us, then how to do? Through BBS forum to call the need to buy a car users, then the statistics, to conduct a survey, and then to the 4S shop to launch large-scale group buying negotiations, for example, we talk with Dongfeng Honda Civic boss, he would not understand the network, after two group buying activities, now become our long-term customers, has done 2.5 of a customer.

In addition, we participated in a number of 4S shop professional managers interviewed, and set up a car professional managers club, increased the exchange of some car professional managers, car-related industry club members, last year, we team up, group of more than 10 people, to Chengdu, Sichuan to participate in a large domestic car group inspection. When our car channel meets the online celebrations every year, will be invited to 4S store marketing staff, general manager of the exchange, our first year just beginning, using the way through the conference marketing, we put this hotel about a lot of 4S shop people to our venue, we reward him advertising, and then vitalize good key customers, Drive more customers to participate, the last thing to say is that now the car channel changed our Taizhou network, I heard yesterday Xinchang Port Lu Ping said they do the site is small Sina, small Sohu, originally we Taizhou network is also so, our car channel began to do, the previous input is basically very little, Now the network market share has reached more than 65%, the other several sites are a fraction, I will share these with you this afternoon, thank you.

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2009 China Local website Development forum held in Hangzhou

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