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摘 要
随着互联网在我国的快速发展，并不断的向各行各业渗透，广告作为这一各个行业不可忽视的营销手段，迎来了信息时代的一次历史性的变革，出现了以互联网为载体的互联网广告，传统广告收到不小的冲击。铺天盖地的互联网广告在网络上以各种形式呈现，与传统的广告形式相比，由于网络代表了今后世界发展的方向，使得互联网广告拥有更加的得天独厚的优势。然而，并不是说传统广告就会就此衰败，利用互联网这一技术也会给传统广告带来发展的新时代。我国经济的快速发展和国民素质的提高，对汽车广告的形式与和内容也有更高的要求，这些因素决定着广告是否能够吸引顾客和目标客户，影响汽车产品在顾客心中的形象，可见传统汽车广告的形式与内容，已经显现出其时代的局限性，汽车广告的投放与诉求内容都要尽快适应互联网时代的需要。互联网时代所产生的技术，如大数据等，成为汽车广告变革的“利器”，如何利用这些“利器”创作出汽车消费者乐意接受的汽车广告诉求及实现其精准投放成为了各个汽车制造、销售企业需要深入思考的问题。
因此，基于上述的情况，本文选择了汽车广告的创意诉求与精准投放作为研究的内容。参考了大量的汽车广告的相关理论，分析了国内外汽车广告的现状和存在的问题。结合互联网，分析预测了互联网时代汽车广告的变革方向。最后阐述大数据这一互联网工具对汽车广告的精准投放进行了研究，同时也对汽车广告诉求在互联网时代的发展进行了探究，并给出了相应的结论与展望。希望本文的研究能够为汽车企业的汽车广告的运作提供合理的建议，并有借鉴的意义。
关键词：汽车广告，互联网，广告诉求，精准投放，大数据技术
ABSTRACT
With the rapid development of Internet in our country, and constantly to permeate all walks of life, the AD cannot be ignored in every industry marketing, a historic change in the information age, appeared on the Internet as a carrier of Internet advertising, traditional advertising received quite a shock. A frenzy of Internet advertising on the Internet comes in various forms, compared with the traditional forms of advertising, due to network represents the direction of the world development in the future, make the Internet advertising has more advantages. However, is not to say that traditional advertising will be on the decline, using the Internet to the technology will also bring a new era of development to traditional advertising. The rapid development of our economy and the national quality enhancement, the automobile advertisement form and content also have higher requirements, these factors to determine whether the advertising to attract customers and target customers, affect the image of the automobile products in the customer heart, is the traditional form and content of automobile advertising, has been showing its age limits, the projection and appeals of car content to meet the needs of the age of the Internet as soon as possible. Produced by the age of the Internet technology, such as large data, etc., become a car ads "weapon" of change, how to use the "weapon" to create automotive consumers willing to accept the advertising appeal and achieve its accurately targeted became the car manufacturing, selling enterprise need to think deeply about the problem.
Therefore, based on the above situation, this paper chose the car advertising creative expression and accurate delivery as the research content. Analysis and prediction of combined with the Internet, the Internet age change direction of car ads. Finally in this paper, the big data the Internet tools for car advertising accurately targeted are studied, at the same time also to the development of automobile advertising appeal in the Internet age has carried on the exploration, and presents a corresponding conclusion and prospect. Hope this research can provide auto enterprise car advertising operation reasonable Suggestions, and have reference meaning.
Keywords: Auto advertising, Internet, Creative appeal, Accurate delivery, Big data
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