Research On Brand Positioning And Communication Strategy Of Automobile

In recent years, the theory of brand positioning is applied to the marketing practice, especially on the basis of the brand positioning of the consumer’s mind, which is widely used in domestic and foreign markets. As the product homogeneity increasingly, the information earnings today, the role of brand positioning in marketing has become increasingly prominent.Brand positioning is conducive to focus on the brand and focus on the expression of. To simplify, watch the audience heart. In brand communication, it is more accurate and effective expression, which is of dramatic significance for the information communication to the target audience. In the marketing practice, especially in the complicated and changeable marketing information transmission, information to highlight the tight encirclement, reaching as far as the mind of the user.Although the marketing practitioners know well to the brand positioning, but the automotive industry brand-positioning application is still in a relatively early stage, especially in the understanding and acceptance of front-line personnel, there is considerable lack of theoretical and practical methods are not perfect. Leading to the situation of brand positioning is common, the enterprise not only missed the marketing opportunity, but also waste a lot of marketing costs.In view of the present situation of the automobile industry, based on the general analysis and research of the brand positioning, this paper focuses on the general process and operation method of brand positioning in the automotive industry, with a view to the application of brand practitioners in the automotive industry. In theory, it will enrich and improve the practice of the automobile industry. From the point of view, it can be used in the research of brand positioning, and to establish a better method and system. In order to get better marketing results, and improve communication efficiency, reduce marketing communication costs.Using correlation analysis, based on the practice of brand positioning research, the analysis results are as follows:1. The selected target market is the premise of brand positioning, which is related to the market environment, consumer analysis, market positioning and market segmentation, etc.;2. The products own function, the value of its brand image, the direct inflenuce of the competition, and the foundation of the brand value and positioning;3. Brand positioning is related to target audience’s cognitive, consumer demographic characteristics, behavior and preferences, and other attributes affect brand-positioning expression;4. Brand positioning is related to the spread of the environment affect the audience’s minds, and ultimately will have a significant impact on brand positioning accuracy, efficiency, wide range, etc.