汽车行业短视频平台营销白皮书-CAAC&cig&磁力-2021.11-126正式版.docx

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5、%&$()#*,r+%h,J-.%hYCAAC cigIGI*xI磁力引掌I磁力股JRA,+,o2bDw*0%987654321O100%80%60%40%20%Tt 0%K?UWEWQOQW.ihil20172018201920202021e+,7g0=t1%一）2bn/=:/,%0OS,-ce-zYKLMdeNZ4i，V,-KLM24fg!EE/7OMN%&$%h,34a56aai;7auytm8ba3e%&9:EE+,o2,MNA.%&9oe$%h,i；GHba%&0+,o2Ak8a9aRaGH3=ba%aqi9oead.ceN#+,o2GH-,?5Ae9caBdeqo.NII,ON99

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7、5工卞戊LT上也RtIG师7关注.口宇5比也白明号IiK?AQUDE?6qae?WQDAEtNQemxOPiQOrjotjbapNMRJOBOzFEE206AAAA_CYlmaYlmYlmbYlmZYIm9.9%-9.8%9:;IC：;d:;9:;MNaX8=g|eaMf,n*MU0,og66pze%&,ihaMNi;3=7g相比其他年龄段，Z世代汽车号客体反士/灯十线,上杜文更为强烈的依。3渴望送是ZgftfiJS1看置好；心眼若滴变同底宾士、夫去毛动工4W奘忆同联化的法展、厂-a,-QjkkImlnO,1乡中宏通，他人建。逢接，尢论是孤人士是陌生人；洎要方宜团购尹爻易Z世是当仁不让的Gar

8、tyadopterooeZEQEEHEHst0)r=%E11I触?IPtTeuv,9%S2w,exS0MNj5U,2)iasy%89Nk-z-Z紧凑型轨车与SUV需求度更高rO5O3O-OOAAiDUXGH/UVDUX?DVAX?V?DXDV?XAVDXAXG7-30.0%-25.0%-20.0%-15.0%-10.0%-5.0%0.0%5.0%10.0%9:;MNaX8MNzwoO-p,zrN-eJjr,ZWEYCAAC. 熙I位磁力IljR,Oa3UU,-AAWUU=+aaaiMNa8%a32B5MNaX0B-rA*+O,oA-&52n,25岁以下及36-45岁,-(aastAAA_特衽值

9、=目标群体中反后某一特征的群体所占比例体中日有相同特征的群体所占比例TloO%-100%,即特征值为。时表示平均水平CAAC. -,-cecY+aaoacigIvisa磁力引攀I磁力IljRlMNaX8=i9lMNaX,PE-Rn,0-ee3-)i,x-=6-tms,在女喔冬生沿宫筑战力嘤的故据场a中,学习健身与自我提升类APPAPPAPP成为标a己，悦己、爱分享。,-oeeAA-ee100.00%80.00%60.00%40.00%20.00%0.00%oeE,a?MCE,-ceZEQEEHUAA-ee特征值=【目标群体中具有某f 征的群体所占比例/总体中具有相同特征的群体所占比例以oo%-

10、IO0%,即特征值为0时表示平均水平接力引孽磁力IljRCAAC -,-cecY+aaoalMNaX8N25jN,6,OMIPNP”6，,$2&。队&八%七？生沿宫的所让我Fb中，购出仗的电比了体！*耳隔，在25万一40月儿价4dHl为明已此区可生 -,-ii(0AopAA-肉般品陵亍1价比；此外，除,找4厝谩认知Q“法-,0O-OOAA-IDUXGH?DV*AX?V?DXDV?XAVDX-6.0%-4.0%-2.0%0.0%2.0%4.0%6.0%8.0%1.11-,-oee-0AopAA-l8u忘心AU住tZNVUeTU忘.9Ez-NJrU.CrI台格3目LXc)呵才传唱fi女“川十逆口S

11、七为“：新Ff霄”IIPJ后面,崛HbAwe的量*品SV8Mm.-,-AA-eh-,-ce-iAA-en-oe i IT A V A A5.5%-4.7%特征值=目标群体中其有黑一征的群体所占比例/总怖中具有相同特衽的群体所占比例l100%-100% ,即特征值为。时表示平均水平clOp&OOx中AA0,aAAEAAJeep*AZEPQbmmmmEEBMHHaiIBEEIEI.AI-接力引孽磁力IljRCAAC (R)2O3zA66Cu6LyDNy!+,LYEflm&M28%&*+rj2,MNaXoA-*+,ijkMNaXB*,南北代&收书施用比场,K角咆区KSM台暨体收入?后胃篙，曲化方宗津

12、,地叵汽1用户不收入小埠尢明号突出叶珏；任:K方皿宗建,Cl用户父体胃MKOz0U,-aasdAA一uN2o3,-(aaAA-tu-20.0%-15.0%-10.0%-5.0%0.0%5.0%10.0%15.0%aA-2A-OA-.66o0U,-cedAA_-20.0%-10.0%0.0%10.0%20.0%aAr2a-A-.特征值，【目标跻体中具有某TWE的群体所占比例/总体中具有相同桁征的群体所占比例Tlo0%100%,即特征值为。时表示平均水平CAACE*lm&M28=o9OiMNaX,%=6,ijkMNaX,(c)o-pK角他医人gf咯MU欣同应用广泛，教7化”小耳耳，由型:P他区济城

13、乳齿子法域偏“电高Oe呻乐t*+)7UE%UH7jL,?*特征值=目抵群体中具有某一特征的群体所占比例Z体中只有相同特征的群体所占比恻*100%-100%,即特征值为。时表示平均水平t*+)7UE%H7jL,7T*CAACElm&28*N”iNQ,k$+,NZ,ijk,OPrzN,pJ以8方儿仃为、算，京建H地区汽生浒宫选岸IR价（空也的胃后室为显不.由B$ZN $ZN -Z&3Z&0 $Z& $Z&S MPV特征值=旧标群体中SW黑T三的群体所占比例/总体中SWi相同的的用期沾比例TlO0%-L00%,即特征值为0时表示平均水平10.0%8.0%-4.0%-6.0%-8.0%-10.0%(R

14、)2O3zA66Cu6LyDNy!+,LYElm&-28*NzwWTyN,JN-.,E,0(00,ijk%au%5,F-,60e12jfilD,K角也叵，/支退口牵；购4QF金方药,氏国人群里加卡或外在(UN2O3HiAAA_JtAs10.0%8.0%6.0%4.0%2.0%0.0%-2.0%-4.0%-6.0%-8.0%-10.0%ijksfi=旧标群体中具百泉一舟正的群体所占比例/Si体中具有相同舟正的群体所占比例r%wo%,即用i11a为0时表示平均水平耀力引攀磁力IIjRCAAC.瓜支.如外观可出誓信膈务，由京津崎人gW5l使用体抬的嚷求中Bijk市场内驱的过渡4已完成由政策引导4,-

15、pCStQZ()Y*+ZopObN1-CAACMNm8m7ii,U,7B,eebBeC,0mEDJai!r0-QE,n,ma三!l进入2021年以来,以0*小船停且为代&的祈培力晶冷氏皿广新目，月度的Sfa续用荷妃不，产品力的整体这户以及品煤口理的逐*建。，使百新始力四厂的市占率来到了近25%；由脂香大众HT与合贵品瘦法干葭成电动皆发化“度、洎彳也在逐月虚升，新熊健方场江灯迎夫新轮角逐。24./- 01(gst:ZVWr234,-gst1()uvwU?ABU?6B”U?WB”U?DB”U?B“U“UBU”？B(?.Il-I,U7ABU?6B,U7WB,U7DBU?B,UUB,U,7B(?FO-

16、GMN?HMN,AE4,-pCStQZ()Y*+ZopObN1-接力引孽磁力IljRCAAC MNm863N(IJoYlmJ,)*B5mxfeK,LuA*i，MN-.MN%星呻BJ西他序八贴CD限钩政不使咛建盛5手导公国新里原历快由脑4T历岖地法斩成为母口为.废以、喉山占比注丽J二；由艮体剑全国幻非限牌城市，具占比从2015年的56%提升到了71%672o4,gst:ZVWbYlm -Ylm aYlm CYIm ZYlm80%70%U?B4562o4/,-gAAvwiTImLiTImCAACMNm8=6QNMNaXB5%CnC,6,6E*”APPHWJfM7,cHi.自FiJU同25!XA弓品

17、l4,-oe8ZEQEEHEHUenAA-0.00%5.00%10.%15.00%20.00%25.00%30.00%35.%40.00%45.00%50.00%=4OmU=Pae-NQCINuRS11TVUUVIwWE?$op-(a7NEXN2eeerA_UN712Na:3AY0LH4op5UnCYKL*(p,qaaIGLst8E)uvQa935个品性m中,而耳空排行方囱司，工田归系三强热专宝宝占据第T第八.11：0S;EEAE-JAAi.1AwxwaAs,12.0%4.0%6.0%8.0%10.0%12.0%14.0%16.0%18.0%WCAAC.,AEG7,TUET7uTAETO7AD

18、6EGHKLNm8663SKLMNaXohWCYlm6A&5J，B36ab,“T?VTAE31-35岁的社会中坚人群4562ofl,-AAvw30.%25.%2O.%15.%1O.%5.00%0.00%CYImaYIm-YImbYImZYImKLN5m00.03廉slffi-而后一炉INdJ*99Qfo8oa%oQNH-x普de+9Q8XEN1Ig+=odoiCAAC*1I能力引拿磁力IijR-5 0.00%0.00%50.00l,00%150.00%200.%-l.00%fl-oe-7AA-enKLNm8NrceKLNaXJ*,F%,aONA0GF7N12*OF,)AzErA.:tn,UN7

19、12156-：S4C-eH4op5UN;72/0asNCR7E89N)NwAONZ一ZSNNAGmXZJ7NWOBOQOOSBsco-2%-8IN=gcNnwlM,trlvlEQso8QtNw6zz8-Ng=NIIE+NIIonwlMQ工三NHZH9LonM.:0-Nwo.0Noa%3wlxezJB一NIrdolNMNw:2%13/A/nwld1A。.X)NH,3E.ALSQAEA5L8MJo%zN-6786,0snNWOn,O%-HfO.+LJL山do%*CLWlaZJ38Q+-6rdov-%o%一Z厂*s6(jlo7i11三,0=z山d=q：:rdoNW0:r6doNqaoCQzo、一.，

20、CAAC接力引孽9-VYlmhYlm-QiYuv9:;oYlmhYlm%&lm-4-,6Ylm%&MNa；2:;A*,61.J2K4o2oLMN0P7l+Ji2oO3J5-73QROPQeSTJoYlmhYlm,9:;MN:;A*7gB5lmc-.c-fOP_,h+Tarala=6ZXY:;,aYlmB5-reH-,ai0-.4n(O-T,)iloYlmn*,=cOPae9:;MNA*7g:;,k8,66J-lh=n|j:;9:;oYlm+,o:;k82aYlm9:;Ylm+,o:;k8H2J.i I W I MN lt ；a_Y-4Ylm()lmY9:;MNA-%&+,ojZk83三atM1

21、15四谢砥OH10*n90a_Ya=C()aO3cZEUU(gAcZUSibNZEn,9:;VF汕,JqNdh3-t6MNTOe9:;7g0(OPhJQR1.VWUSXKZENiYE+ZKAeeJYOMNs-,(g3-22-3S,ssM-2S2-ZS,9:;7gh!8MN:;3-TO:;gA8TEMNj:;VOn；OpVa卜a修MN0,3#山。Nhh)AS2)a?ATM15.00%10.00%5.00%0.00%9:;sPa220.00%15.00%I10.00%5.00I0.00%ICAAC.1I能力引拿磁力IIjR9:;st3a220.00%15.00%10.00%5.00%0.0020.

22、00%15.00%o.o5.00%0.00%CAAC9:;V+,o,MNs:;,B9:;7gOPsD7o,j:;叩J9:;MN:7goAAipZE11adr-duKLM+j-efOPTg,(三)9,-OP5eHS%9:;,nNd=ti,)i0GYHn1,N,1()YHA.y.VWin+,2()jZZadDhU台,”c%P_T，,as9:;MN7gATM1.明星/网红推荐的幽默互动类广告是Z世代的打开方军J9:;MN:;A-7gZS=Vr,c%P/,*,EINd)i,PEDQEhEEiGF:;,lb7g80G7+,*,sA47%47%一34%29%29%29%22%21%21%21%14%16%

23、1S%13%14%11%：；H7tDNdN,/0,6AY7Yct%EDQhi0.O)S=Vi,c%PM0-0MNA-%&9:;MNA%&CAAC-aO3cijkuAcZTehNijcigQjISB1健力引掌I磁力筑就9:jVMNzjA7gUlfg(fg,a,0,lMNi,UfsY-7,7JK,9,-OPQeHlmJI#noN+p+qJ,-rsNtu,PE5UMN*R2OoMNipZ:;,0og(fgpj:;A-oyJ9:;MN:;A-7g7Nx7,?-o6n()lmY9:;MNA&MN+,6jZk83MNnMN,(),_za5(bV*,Ns:;A-*$.9:;BI%,-Vae9ae,n9,ne

24、e$-teVy.-HaH,=69GFn9,eiha-9:;MNA7g+QAk8C笑IcIuI。*aNaOFaa,*CGVUyU*)A05U0y.MN+,o:;,JK,a3MNi,R7-y.Mg(fgaM9jMNA7gMN,Ak8CAACP 台 TTM U;a$UaA6a+6a0*aL 之 Ot 曰：TeIAmZO,台 一5O3c5-UUAczYYN1vaT9:;VMN:;A7g,OPotKLNZ,OrBAE,1.ToPq6HIT$%JVq-i+-.gZHILl6ntJ.KLr00!,oe17giTqCm-MNdn/,NZd6,zeNZ6c1uu9:;MN:;A*7gOP,M16*(,ua22*

25、zr0BA9:;7gzOP?NdeV7HouNZ7H%yraHauA,0iaH,Of*AZE,S2iTqCS9-MN-A7gr),5O3c5-UUAczYYN1vaTCAACIF合Cig健力引掌|磁力IijR9-V(uv,yfAa5UL ”OPgHI4gp7l+J8WDy.(i0a0auv,nA-3。乙=507g_8#sA*MNt7.#hOe$UhltOeMNWReeQ17%12%MNA%&9:;MNA&CAAC5O3c5-UUAczYYN1vaT9:;VeoA:;nsA*:;E*Et,-QNoo,A.n1%C,7g9zYeOPNv.t+EZEO3c,-UUAzYYN1vaiCAAC 5 W M * tt -0-. 1磁力引擎磁力数观/9:;VMN:;A*7gyfOea1,Mfa+CENH-.g9:;MN:;A*7g&AsANZ,OPEbu-aijNh(三)MNkzO-,2N89hOA,-NZ():;?i0eMNn17cRxli7MNiWA日,8+Zz