Nissan marketing structure of the new adjustment established communication Communications

Posted on 9/10/2014 4:17:02 PM

Nissan officially announced, to conform to consumer demand for cars under the age of the Internet, now officially on the market headquarters organizational structure adjustment.
It is understood that the Nissan marketing structure from two levels were adjusted: the first is to adjust the external communication functions, the original digital marketing department integrates existing Nissan communications function, the former Ministry of the Internet in digital marketing spread based on the integration of traditional media, corporate brand communication, brand communication and brand functions of product experience activities, set up a communication Communications, former Minister of digital marketing communication Guo Wei served as Minister of Communications; sales functions of the former Ministry of digital Marketing by sales and marketing company specializing in data management and execution.
Insiders said that the adjustment shows the Nissan further "embrace" the will and determination of digital marketing: the wave of strikes in the mobile marketing and big data environment, companies need to break the original from now thinking, re-examine and define the relationship between businesses and consumers and the media, the establishment of the new marketing mode market situation. This in itself is a huge business marketing model change. The core of this change should be from the consumer's needs, changes in the face of consumers, businesses and make a positive response.
Ren Yong, deputy general manager of Dongfeng Nissan, said: "The advent of mobile Internet will completely subvert the traditional marketing system, content (content marketing) a ring as a means of marketing the most intimate contact with the consumer, directly determines the consumer brand impression cognitive and goodwill. good content can bring difficult to quantify emotion recognition. new communication communications, will take us two years of valuable experience in digital marketing before accumulated on the new integrated platform, doing more professional and more communication aggregation, experience, interaction and communication. "
The data marketing center, then use a lot of network data resource company's existing and future cooperation, to make accurate data analysis, judgment, insight and found to not have predicted before the business opportunities and blue sea, Nissan hopes this part can also be more professional and gradually expand the market-oriented operation.
Minister of production Dongfeng Nissan vice president of marketing headquarters Hao Chen said: "This spread to communicate and experience-dominated sectors, will build the core content of external dissemination system marketing headquarters, with sales, marketing together to become the headquarters of the troika of marketing for Nissan brilliant new marketing efforts. "
Background: Digital Marketing
January 1, 2012, Nissan digital marketing department was formally established, setting a precedent for the industry.
For two years, the digital marketing department has established a goal of consumer insights for big data platform, layout PC, mobile dual. Up, established to enhance the power of brand marketing network to promote communication patterns and to create content-sharing mechanism for the origin of the spread; downward, established to enhance the network as the main clues to enhance sales force management system, establishing the city, franchise stores digital marketing professional team, franchise stores input for high quality sales leads.
Through more than two years of exploration and practice, Nissan worked out a set of perfect franchise stores from manufacturers to integrate sales leads O2O platform. At the same time, forming a perfect precise data on the Internet in every aspect of tracking and monitoring system, the initial realization of marketing data. From inception early 2012 to July 2014, the digital marketing department collected a total sales volume of 4.791 million clues to achieve delivery of the vehicle 252,000 units. Dongfeng Nissan marketing has played a substantial role.

Post a comment

Hello guest, care to post a comment?