营销者说在社会化媒体的运营过程中,不只有曝光量,还要考虑到达效果;如果和消费者的相关度不够的话,这个曝光可能是非常低效率的。因此对于营销人员来说,读懂消费者就变成了非常重要的一个课题。凯迪拉克在中国市场销量增长迅猛,去年多个月份同比增幅超过五成。2013年全年,凯迪拉克在华销量为50005辆,较之2012年的30010辆,同比大幅攀升66.6%,创下了年度销量历史新高。从整体的业绩来看,因为凯迪拉克中级豪华轿车XTS的表现达到了预期的水平,所以对整体品牌销量的提升起到了关键性的作用。在这个车系的营销上,我们抓住了三点:第一,用布拉德·皮特代言短时间内提升XTS知名度、关注度;第二,我们研究了消费者对豪华品牌的认知 Marketers say that in the course of social media operations, not only exposure, but also the effect to be achieved; the exposure can be very inefficient if not relevant enough to consumers. So for marketers, reading consumers becomes a very important issue. Cadillac sales in the Chinese market has grown rapidly in many months last year, an increase of more than 50%. For the full year of 2013, Cadillac sold 5,5005 units in China, up 66.6% YoY from 30,012 units in 2012, setting a new annual sales record. From the overall performance point of view, because the performance of Cadillac mid-size luxury sedan XTS reached the expected level, so the overall brand sales promotion has played a key role. In this car marketing, we have seized three points: First, with Brad Pitt endorsements XTS visibility, concern; second, we studied the consumer awareness of the luxury brand