A Study On Brand Communication Strategy Of Hongqi Car

Brand is an essential factor that maintains the sustainable and stable development of a distinguished enterprise.At present,as the speed and width of changes profoundly influenced by the webification,digitalization and intellectualization,along with the increasingly fierce market competition,brands have become a critical instrument for enterprises to strengthen their market competitiveness.A brand with a good reputation will not only enhance the appeal of the products to consumers,but also make it stand out amidst rivals,so as to promote the consumer loyalty to the products.Moreover,it will further bring more extensive potential consumer groups.Therefore,it is the effective brand communication that will form a significant means of building up a favorable brand image and promoting the comprehensive enterprise competitiveness.In 2015,China has become the largest automobile consumer market globally,as well as the largest luxury brand automobile market in the world.As an independent brand,Hongqi(Red Flag)car enjoyed quite a lot crucial and glorious historical moments before.Yet compared with foreign luxury brand automobiles,it is still reduced to absolute inferiority.As a matter of fact,in the market,the sales of Hongqi have been in a constant depression,failing to win the recognition and favor of consumers.The main problem consists in that the brand communication before fails to establish consumer feeling through benefit experience,let alone the resonance with consumers in values,feelings,tastes and other aspects,which are essential for consumers’ loyalty to Hongqi brand.The paper is based on the theory of brand communication.And the research is conducted on the brand communication strategies of Hongqi car,combining theoretical analysis with case study.This paper is meant to provide support and assistance for Hongqi brand communication,as well as the reference for other brands of enterprises.