The Study Of Chinese Brand Dream

At present, the new energy automotive industry has been set as the ten key development areas of manufacturing 2025. China’s auto industry after 30 years of development component in the economy is becoming more and more important, influenced by the development of new energy vehicles, has become our country "45" planning focus on supporting industry, and the development of new energy automotive industry also boost the Chinese automobile brand dream.This paper mainly adopts the method of case analysis, qualitative analysis and descriptive analysis of individual case study combining the connotation and denotation of automobile brand, brand communication theory is summarized and combed the whole, mainly in brand communication, integrated marketing communication as the theoretical basis, the article chooses in the field of new energy in the more prominent two brands--China BYD and Tesla Motors America, as the case study object, and the spread of BYD and Tesla between the two brands were systematically compared to verify the viewpoint of this article, because different brands of homogeneous products, and into two different products. Under the condition of the constant promotion of the brand’s innovation ability, promote the brand promotion and dissemination of products is an important way to go out of China’s own car brand.This paper mainly consists of six parts:The first chapter, the second chapter mainly on paper are outlined, mainly theoretical research, reviews the current automobile industry in the new energy automotive related policy, existing problems and coping strategies related research and brand spread theory combs.The third chapter, BYD and Tesla brand communication background comparison. Analysis of the current situation of the development of the automobile industry, find new energy automotive industry become the new direction of the development of the automotive industry, and has carried on the analysis to the Sino US new energy automotive industry, this paper mainly selected the China representative of the new energy vehicles BYD brand and the new energy automotive brand Tesla, and BYD, and Tesla, for example analysis of the background of the brand.The fourth chapter, the comparison of the brand communication strategy between BYD and tesla. This paper mainly introduces the image of the brand integration of BYD and Tesla, and analyzes the brand communication strategy of BYD and tesla.The fifth chapter, BYD and Tesla’s brand communication effect analysis. Mainly from the media image, innovative ability, consumer attitudes start with the analysis of the spread of BYD and tesla. Through the analysis of the FT Chinese website reports, BYD and Tesla media image; through the analysis of the Patent Office of the people’s Republic of China patent data, comparative analysis of Sino US new energy cars in terms of innovation ability; by consumer questionnaire survey of consumer attitudes.The sixth chapter, conclusion. Two homogeneous products because of the different brands, and eventually become two different products. Now the new energy automotive industry innovation in the continuous upgrading, but because of the brand effect and the brand communication problems, resulting in the Chinese new energy vehicle outside influence is not enough, this chapter will from three aspects of government, enterprise and brand, for Chinese automobile brand dream put forward corresponding countermeasures.