研究网络口碑对中国汽车行业销售的影响CIC与R3联合发布).pdf

Internet Word of Mouth Proven to Have Impact on Auto Sales in China A joint white paper by CIC and R3 Executive Summary  Independent Research covering over 12 months of China’s automotive sales by model, linked with online word of mouth per model  Data shows correlation between sales and online buzz volume and in several cases with online buzz trend one month ahead of sales trend.  Foreign brands and higher priced car models show stronger correlation  Marketers need to take a more proactive approach to encourage their campaigns to be spread online, With the Internet starting to have an increasingly powerful effect on the relationship between brands and their consumers, marketers are now starting to track and effectively measure what is being said about their brand online and where possible to leverage the power of Internet Word of Mouth (IWOM) to their advantage. Those who master the art are said to boost their return on investment (ROI). This is especially true for China, where marketers need a special weapon to fight against intense competition and a cultural climate of great skepticism and distrust that advertisers face. But to what extent does online buzz actually help marketers’ achieve their bottom line? Studying 12 months data of 42 auto brands in China, R3 and CIC measured the performance of IWOM in terms of its impact on sales. The Art of Measuring WOM WOM, whether online or face to face, allows consumers to communicate with each other, hopefully referring a positive product experience. It also allows brands to connect with consumers, directly or through sharing of other consumer generated content, to highlight product strength and brand value. They are many different sources