设计 | 甄 尤 美 撰文 | 金 轩 奖 执 委 会 编辑 | 黄 大 路 中国汽车营销现在也走到了十字路口。 一方面，汽车营销正遭遇AI重塑、红海厮杀、结构重塑的挑战；另一方面，营销环境日趋苛刻，政策监管持续收紧。营销人普遍陷入 "创新难、转 化难、合规难"的三重困境。 2025年我们有什么收获？2026年如何开局？ 自11月20日广州车展前夕启动，第十二届金轩奖评选已进入补充申报的最后阶段。 共探新营销，共创新可能 截至目前，本届评选已通过"执委会提名 + 企业申报"双轨制，覆盖近百家汽车品牌，累计汇集近500个案例，并已有68份企业案例经初筛入围。 补充申报结束后，金轩奖即将于2026年1月4日迎来全网公众投票，1月13日举办线下评审会，并最终于1月23日在北京举行金轩奖颁奖典礼。 创办于2014年的金轩奖，是中国汽车营销领域的权威标杆，它始终与中国汽车营销界同频共振，以"公正客观、与时俱进、长期主义"为核心价值 观，致力于汇聚业界精英、前沿洞察、榜样案例，为汽车营销变局提供参考。 金轩奖执委会主任、评审团副主席贾可博士则强调了评选理念的升级："从LOGO焕新传承'以人为本'的核心，到双轨制申报机制， ...

Core Insights - The article discusses the evolution of the Jin Xuan Award, emphasizing a user-centric approach in automotive marketing and the introduction of a new logo that reflects this philosophy [6][8][10]. Group 1: Award Evolution - The Jin Xuan Award has adopted a new logo that symbolizes a user-centered focus, aligning with the broader trend in automotive marketing [6][8]. - The award's evaluation mechanism has been reformed to combine committee nominations and enterprise applications, with 382 cases actively collected [10][24]. - The twelfth edition of the Jin Xuan Award will feature four main categories: Creative Works, Marketing Cases, Public Welfare and Sustainable Development, and Individuals and Teams [15][16]. Group 2: New Marketing Categories - Three new award categories have been introduced: Personalized Marketing, Brand IP Marketing, and AI Marketing, reflecting current trends in the automotive industry [20][22]. - The award aims to ensure transparency and efficiency in the selection process through proactive case discovery and interaction with manufacturers [24][26]. Group 3: Marketing Insights and Community Engagement - The Jin Xuan Award will launch a "Jin Xuan Marketing Grand Prize" account across various platforms to promote outstanding cases and facilitate knowledge sharing among marketing professionals [28][32]. - The initiative aims to transform the award from a simple recognition event to a daily companion for marketing professionals, fostering a collaborative environment for growth and problem-solving [35][32].

Core Viewpoint - The automotive industry is currently facing intense competition, likened to a sprint rather than a marathon, necessitating decisive actions and strategic planning to navigate challenges and opportunities [5][7][9]. Group 1: Industry Events and Trends - The 17th Xuanyuan Automotive Blue Book Forum was held in Guangzhou, coinciding with Typhoon "Butterfly," which affected attendance but highlighted the importance of the event [5][16]. - The theme of the forum was "Decisions," emphasizing the need for the automotive industry to make clear and effective choices amidst rapid changes [5][9]. - The forum aims to create a ripple effect in the automotive industry, with discussions and debates serving as motivation for industry professionals [10][14]. Group 2: Media and Publications - The company is launching various media platforms, including "Automotive Business Review" and "Xuanyuan Business Review," aimed at becoming opinion leaders in the automotive sector and exploring new technologies [12][14]. - "Xuanyuan Business Review" is positioned as an upgraded version of "Automotive Business Review," focusing on fashion and new technologies beyond traditional automotive boundaries [12]. Group 3: Awards and Recognition - The forum introduced three major awards: the Xuanyuan Award for annual contributions to the automotive industry, the Lingxuan Award for contributions in automotive parts, and the Golden Xuanyuan Award for automotive marketing [13]. - The 10th Lingxuan Award evaluation ceremony was launched during the forum, encouraging participation from automotive supply chain companies [13]. Group 4: Educational Initiatives - The "Xuanyuan Classmates" initiative aims to foster learning and innovation within the automotive industry, emphasizing collaboration and shared growth among industry professionals [13][14]. - The program has evolved over the years but remains focused on empowering individuals in the new automotive landscape [13].