Independent Car Brands Of Network Communication Strategy Research

Sedan was just a kind of luxury goods ten years ago. However, sedan has been greatly popularized during the past ten years. As for now, sedan is a necessity for life. There were only nine sedan brand names in China in1995. The sedan brand names in2010have already reached164. Yet, the top ten sedan brand names that sell well in China are mainly foreign brand names or brand names from joint venture. Most luxury sedan brand names are foreign brand names. Besides, most competitive mid-range sedan brand names that have large market occupancy are mainly from foreign countries. China is in lack of competitive Chinese proprietary sedan brands. The communication of sedan brand names of Chinese proprietary sedan brands needs to be integrated.The development of competitive Chinese proprietary sedan brands may promote the image of our country as well as the promotion of China’s capacity for independent innovation. The creation of competitive Chinese proprietary sedan brands can bring a series of brand utility and brand value for Chinese sedan companies; it may greatly stimulate the development of Chinese sedan companies. What’s more, the development of competitive Chinese proprietary sedan brands may also bring certain benefits for customers, for example, reduce the risks of buying a sedan and bring more added values for consumers. Thus, from our country, Sedan Company and also consumer’s point of view, to integrate the communication strategies of Chinese proprietary sedan brands and create competitive Chinese proprietary sedan brands are a trend.The thesis thinks that the Internet is a useful tool for the communication of Chinese proprietary sedan brands in the Information age for its characteristics and advantages, for example, its high conjunction with Chinese proprietary sedan brands. The State Administration of Radio Film and Television (SARFT) announced a new policy to limit the advertising time in the TV play of the prime time last year. As a consequence of this new policy, companies have to make greater use of other medium represented by Internet to make a compensation for the loss of advertising time of the prime time in the TV play.The author uses the knowledge of Brand, Communication and Marketing to analyze the main research objects including Chinese proprietary sedan brands, Internet, audiences and their conjunction. Main specific research objects include the current development of the Internet of China, the development and difficulty of Chinese proprietary sedan brands, the constitution of brand names of sedan markets of China, the netizen’s network contact habit and information consumption habit during the information age, the characteristics and the main strategies of the communication of Chinese proprietary sedan brands on different network medium. Besides, the arrangement of information and specific communication strategies of Chinese proprietary sedan brands on the Internet are also discussed in the thesis.