The Study On Auto Brands’ Youthful Marketing & Communication Strategy

After a gold decade of rapid growth,the market growth is slowing down.However there are new consumers bring new purchasing power to the auto company.Automotive consumer body has undergone a fundamental change.People who born after 1980,have entered the auto market.Young,well-educated people become the main consumer of car.In such a new normal,and major auto company also strive to seize the youth market.To achieve one million saling target in a high quality and transform the dated Sales Growth Mode,the auto company must communicate with the young,and establish a young brand image of Nissan. In the year of2015,Dongfeng-Nissan proposed the “Young Nissan” strategy and Brand Slogan”Innovation and Excitement for Young” formally.Starting in business strategy,product positioning and development,brand marketing to transform to a younger brand and occupy youth market.From an academic perspective of brand positioning, brand contact point and brand revitalization,this paper analyzes the external macro-environment and brand marketing and communication strategy of Young Nissan,and sort out the existed problems in "Dongfeng-Nissan" brand communication strategy and proposed suggestions for improvement.Finally,draw out some advice on auto brands’ youthful marketing and communication strategy.