The Research Of Collaborative Communication And Brand Value Promoting Of Automobile Brand

The automotive industry is a sign of a country's comprehensive strength, the automobile industry has been the most potential growth in China's industrial group, the proportion of the automobile industry continues to increase in the entire industry. With the competition in automobile brands' market increased, automobile brands need to be transferred the marketing ideas in order to satisfy market and customers' needs. This dissertation is based on the background, combined with the real market situation, transferred the automobile brands' competition into the industry chain's competition, combined with the latest marketing theory, doing the research on the collaboration of automobile brands' marketing communications, and improvement of its brand value strategy.The dissertation is divided into five chapters. The first chapter is an introduction, which mainly described the background, meaning of this study and pointed out some possible lack of innovations and shortcomings, based on making sure the clear research topics, doing the related theory research overview and described the research methods and research ideas. Chapter two is based on the analysis of the present status of Chinese automobiles brand marketing, described the necessity of cooperative marketing communication of automobiles brands in three aspects. Chapter three is on the basis of the literature review, and taken the concept of cooperative marketing profound analysis as the condition, there are two modes of cooperative marketing communication-the analysis of vertical cooperative marketing and horizontal cooperative marketing, in order to build a basic model of cooperative marketing communication in the following dissertation. By using three cases to describe and analyze the industrial chain of automobile brands, at the same time picks and builds up the vertical cooperative marketing communication models of automobile brands in the industry chain. Chapter four is the strategy parts of this dissertation, analyzing the strategies which happened in the cooperative marketing communications strategy of Chinese automobiles brands, to solve this problem, from building the alliance of cooperative marketing communication; locating; designing the communication programs; to ensure the ongoing communications; the implementation of programs and effectiveness of research, by using these five strategies to establishment brand value improvement strategy. Chapter five is a summary.