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A:
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电子邮件？这个的宣传成本是比较低，可是汽车是大宗商品，购买人群有限。随便一发，很多人都会把它当作垃圾邮件删掉。还会给人造成我们很廉价的感觉。
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diànzǐyóujiàn? zhè ge de xuānchuán chéngběn shì bǐjiào dī, kěshì qìchē shì dàzōng shāngpǐn, gòumǎi rénqún yǒuxiàn. suíbiàn yī fā, hěn duō rén dōu huì bǎ tā dàngzuò lājīyóujiàn shāndiào. hái huì gěi rén zàochéng wǒmen hěn liánjià de gǎnjué.
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Email? The cost of this promotion is lower, but cars are a big ticket item and the number of buyers is limited. If you just send out a bunch of emails, lots of people will just treat it as spam and delete it. Plus, it will also give people the feeling that we are cheap.
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B:
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当然不能随便一发啦。这个一定要有精准定位的数据库。
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dāngrán bùnéng suíbiàn yī fā la. zhè ge yīdìng yào yǒu jīngzhǔn dìngwèi de shùjùkù.
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Of course we can't just indiscriminately email people! This requires a precisely targeted database.
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A:
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那去哪里找数据库呢？
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nà qù nǎli zhǎo shùjùkù ne?
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And where would you find this database?
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C:
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这个可以考虑从现有的客户数据库中寻找。比如那些五、六年前购车的客户，现在可能会考虑换车。还有一些年纪大一些的客户，他们可能会给孩子买车。
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zhè ge kěyǐ kǎolǜ cóng xiànyǒu de kèhù shùjùkù zhōng xúnzhǎo. bǐrú nàxiē wǔ、 liù nián qián gòu chē de kèhù, xiànzài kěnéng huì kǎolǜ huàn chē. háiyǒu yīxiē niánjì dà yīxiē de kèhù, tāmen kěnéng huì gěi háizi mǎi chē.
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For this you could consider looking among the customers currently in our database. For example, customers who bought a car five or six years ago might be thinking about getting a new car now. And there's also older customers. They might want to buy their children a car.
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B:
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同时，也可以考虑和一些专业网站合作，比如汽车之家之类的。可以请他们做一些市场调查，像最近有没有购车意愿啊，喜欢什么车型啊，愿不愿意接收我们的宣传邮件什么的。这样可以得到一批有质量的目标客户数据。
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tóngshí, yě kěyǐ kǎolǜ hé yīxiē zhuānyè wǎngzhàn hézuò, bǐrú qìchēzhījiā zhīlèi de. kěyǐ qǐng tāmen zuò yīxiē shìchǎngdiàochá, xiàng zuìjìn yǒumeiyǒu gòu chē yìyuàn a, xǐhuan shénme chēxíng a, yuànbùyuànyì jiēshōu wǒmen de xuānchuán yóujiàn shénme de. zhèyàng kěyǐ dédào yī pī yǒu zhìliàng de mùbiāokèhù shùjù.
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At the same time, we could also partner with some industry websites, like Autohome, for example. We can ask them to do a market survey, like ”have you been looking to buy a car recently?“, “what car model do you like?”, ”are you willing to receive our promotional emails?“, things like that. This way we can get some good data on our target consumers.
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A:
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说起来，好像谷歌也有类似的推广服务。比如，如果你在邮件里提到了汽车这样的关键词，在页面的广告栏里就会出现相应的广告。百度还有竞价排名。
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shuō qǐlai, hǎoxiàng Gǔgē yě yǒu lèisì de tuīguǎng fúwù. bǐrú, rúguǒ nǐ zài yóujiàn lǐ tídào le qìchē zhèyàng de guānjiàncí, zài yèmiàn de guǎnggàolán lǐ jiù huì chūxiàn xiāngyìng de guǎnggào. Bǎidù háiyǒu jìngjià páimíng.
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It sounds like the kind of promotional service that Google offers. For example, when you're on email and you bring up car related keywords, the ad board on the page will display ads relevant to them. Baidu also offers paid rankings.
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B:
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是的，他们应该是根据点击率来收费的。
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shì de, tāmen yīnggāi shì gēnjù diǎnjī lǜ lái shōufèi de.
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Sure, they ought to receive payment according to the click-through rate.
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D:
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听起来还可以，那这种方法有什么缺点吗？
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tīng qǐlai hái kěyǐ, nà zhèzhǒng fāngfǎ yǒu shénme quēdiǎn ma?
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It sounds okay, but does this method have a downside?
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C:
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这种营销方式比较讲究时效性，更适合冲动性消费行业。汽车是大宗消费，消费者往往要考虑很久。他们可能一时点击了，但是也不会立刻决定购买。
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zhèzhǒng yíngxiāo fāngshì bǐjiào jiǎngjiu shíxiàoxìng, gèng shìhé chōngdòngxìng xiāofèi hángyè. qìchē shì dàzōng xiāofèi, xiāofèizhě wǎngwǎng yào kǎolǜ hěnjiǔ. tāmen kěnéng yīshí diǎnjī le, dànshì yě bùhuì lìkè juédìng gòumǎi.
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This marketing method is particularly time sensitive and more suitable for industries looking for impulse buys. Cars are big ticket purchases. Consumers often want to consider them for a while. They could click a link at some moment, but they wouldn't immediately decide to buy.
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D:
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嗯。对了，我最近用微博的时候，也看到很多广告，这个怎么样？
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ng4. duìle, wǒ zuìjìn yòng wēibó de shíhou, yě kàndào hěn duō guǎnggào, zhè ge zěnmeyàng?
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Hmm. Well, I was recently using Weibo, and I saw a lot of ads. How about those?
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