Global auto makers think the Internet is the way into the hearts of a new generation of Chinese car enthusiasts.
全球汽車生產(chǎn)商認(rèn)為，互聯(lián)網(wǎng)是贏得中國(guó)新一代愛車人“芳心”的途徑。

Both foreign and domestic auto makers here are pouring ad money into online ventures, even as their overall spending remains flat. Market-tracking firm iResearch expects outlays for online auto marketing to reach 1.75 billion yuan, or roughly $256 million, this year, up from 1.38 billion yuan in 2008.

在中國(guó)，就在國(guó)內(nèi)外汽車生產(chǎn)商整體支出持平之際，它們卻在網(wǎng)絡(luò)廣告上投入大把大把的錢。市場(chǎng)追蹤公司艾瑞咨詢(iResearch)預(yù)計(jì)，今年網(wǎng)絡(luò)汽車營(yíng)銷支出將達(dá)人民幣17.5億元（約合2.56億美元），較2008年的人民幣13.8億元有所上升。

China's biggest Web-site operators are jockeying to meet the demand, with several offering online games or other features designed to encourage visitors to click on auto-related ads. One popular game, from social-networking site Kaixin001, lets users 'park' cars in virtual garages, earnings points they can use to buy more cars. BMW, Ford Motor's Volvo brand and China's Shanghai Automotive Industry Corp. have sponsored cars featured in the game since it started accepting ads in December.
中國(guó)大型網(wǎng)站運(yùn)營(yíng)商都在花樣翻新來(lái)滿足汽車廠商的需求，有數(shù)家公司還提供網(wǎng)絡(luò)游戲或其他功能，意在鼓勵(lì)網(wǎng)站訪問(wèn)者點(diǎn)擊汽車相關(guān)廣告。社交網(wǎng)站開心網(wǎng)上的一個(gè)熱門游戲讓用戶可以在虛擬的車庫(kù)里停車，進(jìn)而獲得積分買更多的車。自去年12月開心網(wǎng)開始接廣告以來(lái)，寶馬(BMW)、福特汽車(Ford Motor)旗下的沃爾沃(Volvo)品牌和上海汽車工業(yè)（集團(tuán)）總公司一直為游戲中出現(xiàn)的汽車提供贊助

'It's the first time to have a chance to show our dynamic style online,' said Terry Johnsson, vice president of Shanghai General Motors Co., a joint venture of SAIC and General Motors of the U.S. that advertises its Buick model on the game. 'We will definitely do more on social-networking sites,' he said. Shanghai GM has allocated 10% of its overall media budget to the Internet in 2009, almost double 2007's level, he added.
上海通用汽車副總裁蔣泰瑞(Terry Johnsson)說(shuō)，這是我們首次有機(jī)會(huì)在網(wǎng)上展示自己活力四射的風(fēng)格。上海通用是上汽和通用汽車(General Motors)的合資企業(yè)，在開心網(wǎng)的游戲中為旗下的別克車做廣告。蔣泰瑞說(shuō)，我們肯定會(huì)在社交網(wǎng)站上投入更多。他還說(shuō)，上海通用已經(jīng)把2009年媒體總預(yù)算的10%撥給了互聯(lián)網(wǎng)，幾乎比2007年多了一倍。

Television is still the auto makers' preferred advertising method, particularly for high-end brands. But Victor Koo, 's CEO, says that advertising fees for Chinese video sites are a tenth of a TV ad's price and more cost-effective.
電視仍是汽車生產(chǎn)商青睞的廣告方式，對(duì)高端品牌尤其如此。不過(guò)，優(yōu)酷網(wǎng)首席執(zhí)行長(zhǎng)古永鏘(Victor Koo)說(shuō)，中國(guó)視頻網(wǎng)站的廣告費(fèi)只有電視廣告價(jià)格的十分之一，更加劃算。

Nissan Motor Co., which has one of the hottest brands in the Chinese market, has reduced its overall marketing budget this year because of the global downturn, says Toshimitsu Irie, the company's spokesman in Beijing. Nissan declined to discuss specific spending plans, but it is a client of major Chinese Web portals such as Sohu and Sina, which are run by Inc. and Inc., respectively, as well as auto sites Xcar and Cheshi.
日產(chǎn)汽車(Nissan Motor Co.)的一款汽車是中國(guó)市場(chǎng)上最熱銷的品牌之一。公司駐北京發(fā)言人Toshimitsu Irie說(shuō)，由于全球放緩，該公司已經(jīng)減少了今年整體營(yíng)銷預(yù)算。日產(chǎn)拒絕透露具體的支出計(jì)劃，不過(guò)它是搜狐和新浪等中國(guó)大型門戶網(wǎng)站的客戶，也是汽車網(wǎng)站愛卡汽車網(wǎng)(Xcar)和網(wǎng)上車市(Cheshi)的客戶。

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