2024汽车行业社媒营销趋势-微播易CAA中国广告协会-2024.08-98正式版.ppt

2024汽车行业社媒营销趋势-微播易CAA中国广告协会-2024.08-98正式版.ppt

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2024.07

2010-2023250020001500100050035.0%30.0%25.0%20.0%15.0%10.0%23742317223631.2%2166206520512005??20171958192724.3%176610%154718.3%100-200124514.2%1146105210.9%8.9%8.6%2018-20235.6%5.0%4.0%2.5%2.3%V0.0%-5.0%-10.0%-5.8%-6.7%-7.6%020102011201220132014201520162017201820192020202120222023*CPCA

2010-20232502001501005020220172017100??185178176168160142134130123107911022019178202812023020102011201220132014201520162017201820192020202120222023*CPCA

2018-20241.5%5.4%1.7%6.4%2.2%7.2%2.2%7.2%2.5%8.0%3.2%3.5%10.6%12.2%8.9%10.2%13.6%14.9%15.4%15.3%16.3%15.7%16.3%16.2%14.4%15.9%16.2%14.7%?5-1020%32.0%34.6%34.2%30.5%?20-3030-34.5%32.2%34.1%4033.4%33.8%15.7%?10-1523.8%25.3%19.4%17.2%3.3%20182.3%20192.3%20203.9%20214.1%20223.2%20232.8%2024Q155-1010-1515-2020-3030-4040*

2018-20241.5%5.6%9.0%1.5%1.6%6.8%1.6%2.1%2.0%7.1%2.2%5.9%2.3%7.2%2.6%8.9%2.6%10.0%11.8%10.6%3.6%3.9%3.5%3.3%3.0%6.6%2.0%4.9%7.2%6.6%1015.1%10.4%13.1%14.1%16.4%14.6%20.7%22.4%9.2%14.3%19.2%12.9%19.4%21.9%201810Q11060.9%202413.5%28.7%43.3%19.8%10.7%14.0%33.8%33.4%45.2%18.7%10.5%15.0%35.0%82.7%21.3%9.5%18.1%34.4%13.2%27.2%31.4%22.7%33.1%33.8%30.7%29.9%34.9%36.5%19.2%17.3%209.9%35.6%3.4%16.7%11.9%31.2%2.4%17.1%10.2%36.8%1017.0%7.4%25.8%1.8%16.6%6.2%24.6%1.6%20.4%1.1%17.5%0.0%17.2%0.8%16.4%0.9%7.5%11.2%0.2%201820192020102020222023402024Q155-1020-3030-40*

13.2%————*-2023TOP200TOP100

3016.30%11.90%71.80%80%10-3020.80%17.60%61.60%1020.50%21.90%57.60%———*2024

31.9%50%79%???202333%33%48%32%32%29%27%41%39%?39%39%38%38%35%29%27%18%*NIQ20243-4base=2849

?角色变化34%26%9%功能变化*NIQ20243-4base=2849

beforenow895331%214%44%38%5%22%22%13%12%1515-11-22-33*NIQ20243-4base=2849

202362024.616141210825.0%20.0%15.0%10.0%5.0%15.4%18.4%13.5913.430.3%5.2%93.6%6.970.0%1.2%7.6-5.0%-10.0%-15.0%-20.0%-25.0%66.735.8645.88-18.3%3.413.24232.61.090.890b

2022VS202316014012010080100%80%60%40%20%0%2022202380%31%20%1504%133.9-12240-20%-40%-60%10072.676555.3196-42%3620b

KOL2024300350300

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