基于AISAS模型的品牌新媒体营销策略分析——以小米汽车为例

Analysis of Brand New Media Marketing Strategy Based on AISAS Model—Taking Xiaomi Cars as an Example

摘要: 本研究以小米汽车为对象，基于AISAS模型剖析其新媒体营销策略。在新能源汽车市场竞争激烈、消费者需求向智能化等转变的背景下，小米汽车依托“人车家全生态”战略虽受关注，但新媒体营销存在挑战。研究发现，小米汽车在AISAS各环节，如吸引注意、引发兴趣、促使用户搜索、推动购买及诱使分享等方面采取了有效策略，取得一定成果，如SU7上市相关话题曝光量高、用户转化率较高等。然而，其新媒体营销仍存在信息过载、购买转化路径繁琐、分享激励机制不完善等问题。为此，论文提出精准定位用户、优化购买路径、完善分享激励机制等对策。本研究不仅拓展了AISAS模型在新能源汽车领域的应用，还为行业突破营销瓶颈提供参考，助力品牌通过新媒体实现精准营销，满足消费者需求，推动行业发展。

Abstract: In this study, Xiaomi Auto was used as the object to analyze its new media marketing strategy based on the AISAS model. In the context of fierce competition in the new energy vehicle market and the transformation of consumer demand to intelligence, although Xiaomi Auto’s strategy of “people, cars and home ecology” has attracted attention, there are challenges in new media marketing. The study found that Xiaomi Auto has adopted effective strategies in all aspects of AISAS, such as attracting attention, arousing interest, prompting users to search, promoting purchases, and inducing sharing, and has achieved certain results, such as high exposure and high user conversion rate of topics related to the launch of SU7. However, its new media marketing still has problems such as information overload, cumbersome purchase conversion paths, and imperfect sharing incentive mechanisms. To this end, this paper proposes countermeasures such as accurately locating users, optimizing purchase paths, and improving sharing incentive mechanisms. This study not only expands the application of the AISAS model in the field of new energy vehicles, but also provides a reference for the industry to break through the marketing bottleneck, help brands achieve precision marketing through new media, meet consumer needs, and promote the development of the industry.