结合心智模型及AIDA理论对“智能座舱新技术”营销策略的研究——以AR-HUD为例
Research on the Marketing Strategy of “New Intelligent Cockpit Technology” by Combining Mental Model and AIDA Theory—Taking AR-HUD as an Example

在当前快速发展的车市中，新能源汽车市场份额持续增长。伴随着技术的不断升级，座舱智能化持续更新迭代，如AR-HUD等新技术已成为市场新趋势。而消费者在面对新产品时，通常要经历由了解到信任再到接受的过程。营销手段作为直接触及用户、传递产品信息的途径，在这认知链路中扮演着重要角色。因此本文结合AIDA模型，以消费者的心智模型为切入点，结合相关的心理学知识，以AR-HUD为例，从AIDA四个阶段出发，逐步对营销策略提供建议，为车企的新技术营销提供可能的方向。
In the current rapidly developing car market, the market share of new energy vehicles continues to grow. Along with the continuous upgrading of technology, cockpit intelligence is constantly updated and iterative, such as AR-HUD and other intelligent cockpit new technology, has become a new trend in the market. Consumers usually go through the process from cognition to trust to acceptance when facing new products. In this process, marketing is crucial because it can directly establish contact with users and deliver product information. Therefore, this paper combines the AIDA model with the consumer mental model as an entry point, combines relevant psychological knowledge, and takes AR-HUD as an example to gradually put forward marketing strategy suggestions to provide possible directions for automobile enterprises.