请明星代言不如让利消费者

Core Insights - The automotive marketing landscape is shifting from CEO-led promotions to celebrity endorsements, raising discussions about the effectiveness and risks associated with this strategy [1][2] - The increasing competition and product homogeneity in the electric vehicle market are making marketing more challenging for automakers [1][3] Group 1: Marketing Strategies - The trend of using celebrities for car promotions aims to leverage their fan base and media attention to enhance visibility and discussion around new vehicle launches [2] - However, the conversion of celebrity endorsements into actual sales is uncertain, as seen in cases where celebrity scandals negatively impacted brand image [2][3] - The high costs associated with celebrity endorsements and advertising are often passed on to consumers, suggesting that automakers might benefit from reducing prices instead of investing heavily in celebrity marketing [3] Group 2: Consumer Behavior - Modern consumers are more informed and can easily compare vehicle specifications, prices, and reputations, making it crucial for automakers to focus on product quality and performance [3] - The essence of market competition lies in resource allocation and value creation, indicating that automakers should prioritize technological advancements and quality improvements over celebrity endorsements [3]