Study On The Promotion Strategy Of Audi New A4L Brand Northeast Region Under The Perspective Of Experience

With the rapid development of China's economy,the income level of the residents is increasing,the market share of the luxury car is expanding,and as more and more luxury car brands force,the competition is increasingly fierce.The rapid popularization of new media and the continuous emergence of media have prompted the audience's information reception and reading habits to change greatly,and the new Audi A4 How to spread and popularize L effectively,transfer the bright spot and function of new car,brand connotation and value to the user,and shape the image of high quality B luxury car full of scientific and technological charm in the user's mind,become a big problem for its spread and promotion.With the coming of experience economy,the Internet forms user centered and user experience oriented communication ideas,which is instructive for the research of communication strategy.Based on the theory of experience marketing,Maslow's demand level theory and network integrated marketing 4I theory as the theoretical basis,this paper takes the experience perspective as the breakthrough point of the new Audi A4 L brand communication research,and combines the actual cases of brand communication and promotion in the northeast of Audi new A4 L,using the literature analysis method,the SWOT analysis method,the questionnaire survey method and the reality.In order to explore how to spread and popularize Audi's new A4 L brand in the new communication environment,On the basis of the current status of Audi new A4 L brand communication and the extension strategy of Northeast China,it is concluded that the success of this dissemination activity is to understand the needs of the target users,the content of the offline experience is targeted;the selection of communication channels,the use of the current novel,popular live broadcast,VR media,new mode of communication,in line with the Olympic Games.In the process of promotion,we pay attention to guiding active participants to participate actively and truly integrate into the experience events that are set up in the process of promotion,so as to bring them an immersive experience.In the last stage of the promotion,we pay attention to the evaluation and feedback of the experience content by the active guests,thus promoting the continuous improvement of the experience level.And optimization.But in the media,there are few micro-blog channels,weak online interactive experience,poor quality of communication content,unequal release of rhythm,poor reception of information,lack of impression experience elements,insufficient experience management ability,inadequate situation preparation,and service ability to be promoted.Finally,we should strengthen the micro-blog operation,enhance the interactive transmission between the fans,improve the online interactive experience,improve the quality of the communication content,express the brand information,increase the impression elements in the activities,improve the ability of experience management,strengthen the management of the personnel,promote the coordination of the props,the people and the atmosphere,and create a good experience situation.On the four hand,we put forward suggestions for optimization,and strive to bring more experience to users.In order to provide a reference for Audi's new A4 L and other car brand communication and promotion in the future.