Li Yining, honorary dean of Guanghua School of Management, Peking University, gave a speech. Focusing on innovative thinking to solve problems in economic transformation and cultural development, in the subsequent peak dialogue session, Cai Hongbin, Dean of Guanghua School of Management, Peking University, founder of JD Group, Chairman and CEO of the Board of Directors Liu Qiangdong, Director of SOHO China Ltd. Representatives such as Pan Panshi and others from the academic and business circles have conducted in-depth discussions and wonderful interactions around the theme.
How the automotive industry has docked to the Internet big data platform has always been the focus of the industry. At the 16th Peking University Guanghua New Year Forum held recently, the "High-end Vehicle Potential User Search Behavior Research Report" jointly completed by FAW-Volkswagen Audi and Peking University Guanghua School of Management was officially released. This kind of change brought about from the marketing field. It is expected that the automobile industry equipped with the Internet big data platform will be on a high-speed train.
In April of this year, FAW-Volkswagen Audi and Peking University Guanghua School of Management officially formed a strategic partnership to establish the first academic research institution for the high-end car market in China, “Guanghua-Audi Management Research Center”. With the aim of “promoting innovation and change for the future”, the two parties combine the theoretical system of top business schools with brand practice experience, explore new modes of school-enterprise cooperation, and carry out rich brand experience activities such as test drive development and theme salons. For Guanghua teachers and students to create a platform to appreciate the charm of the Audi brand. On this platform, combined with the formation of Audi vocational schools, joint university projects, and campus technology days, FAW-Volkswagen Audi has built a comprehensive school that includes industry development trend research, corporate strategy development, senior management personnel training, and scientific and technological design innovation. Enterprise cooperation situation.
Wang Hansheng, professor of the Department of Business Statistics and Economics at Peking University's Guanghua School of Management and director of Peking University's Business Intelligence Research Center, said in a detailed reading of the report, said the study and Qihoo 360 marketing. The Institute, through the Qihoo 360 big data platform, takes a sample of up to 1 million search engine users as the research object, and depicts the lifestyle and consumption habits of potential users of high-end cars, and analyzes the relationship between their search behavior and brand loyalty. According to Wang Hansheng, potential users of high-end cars show a high degree of attention to quality life, excellence pursuit and high-end taste in the search behavior. At the same time, the frequency of search frequency, interval time, keyword length, click search results and other data can clearly display The level of brand loyalty. The publication of this report provides an inspiring research basis for potential user mining and branding strategy development for high-end car brands.
Based on the value consensus on the theme of “Brand Building in the Age of Big Data”, Liu Wei, General Manager of Baidu Marketing Consulting Department, Su Tong, CEO and Founder of Huayang Lianzhong Digital Technology Co., Ltd., and Yao Chenggang, General Manager of Interbrand, etc. The information industry leaders attended and delivered keynote speeches, analyzing new opportunities, new ideas and challenges facing brand building in the era of big data from the perspectives of search engine optimization, digital branding and content marketing, and brand development trends in the era of big data. And in-depth discussion of the future feasible model of using big data in innovative thinking, to provide suggestions for the brand and the market, consumers' benign interaction.
Yu Qiutao, deputy general manager of FAW-Volkswagen Audi Sales Division, said in the Audi Forum on "Brand Building in the Big Data Era" that in the era of big data, Audi dominates high-end cars with the brand concept of "breaking through technology and enlightening the future". The market, this forum, is the high-end cooperation between Peking University Guanghua and FAW-Volkswagen Audi.
“Cooperating with Peking University Guanghua School of Management to present the Peking University Guanghua New Year Forum, the most authoritative and forward-looking exchange of ideas in China, and to jointly carry out big data research for high-end car users, from both sides to promote innovation and change for the future. "The cooperation consensus." Ge Shuwen, executive deputy general manager of the sales department of FAW-Volkswagen Audi, said: "As the leader of China's high-end car market, FAW-Volkswagen Audi has always been committed to leading the industry and promoting social progress, which is related to Peking University Guanghua New Year Forum. At the same time, Audi is keenly aware of the important role of big data analysis in understanding user behavior and developing brand strategy, and cooperates with top business schools to carry out special research in this field, in an effort to provide a reference for the construction of high-end car brands. The premium car industry has contributed to the new developments in the era of big data."
In the opening forum of the 16th Peking University Guanghua New Year Forum held in the morning, guests from all walks of life focused on the theme of “reconstruction of culture and economic transformation”, focused on the key propositions of China’s economic development, and shared a culture of reshaping culture with innovation. A feast of thoughts of superiority.

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