The Study About The New Media Communication Of Volvo Brand

The development of Internet technology revolution has caused a great change in the communication ecosystem.In the new communication environment,the new media has replaced traditional media with its interactive,accurate and personalized characteristics.This is both a rare opportunity and a new challenge for brand communication.After experiencing rapid growth,the auto industry has gradually entered a stable period.In recent years,the growth rate of auto market in China showed a trend of slow growth.As the major auto brands continuously improve their products in the competition,they are also trying to find new communication strategies to promote the sales of products,hoping to achieve the goal of enhancing brand image through new media.At present,the most of researches about auto brands are mainly based on management and marketing,Studying the macro environment of auto market and the micro environment of auto companies.However,there are few studies on the propagation process and propagation phenomena.In this paper,the author uses the classical theory of "5W model",through the five aspects of the communication subjects,channels,contents,audience and the effect,combining the characteristics of the new media and the case of the Volvo brand communication and the empirical investigation,to carry out the research on the new media communication of the Volvo brand.The author combines the five links of the communication process with the communication theory,summarizes the advantages and problems of the Volvo brand communication,and puts forward the corresponding strategies.The first chapter is the new media and brand communication,which provides conceptual and theoretical support for the writing of papers,laying the foundation for knowledge.The second chapter is the model analysis of Volvo,the author take Volvo as a case study,analyzing the characteristics of each factor in the process of communication.And in various factors researches,a large number of brand cases were applied to support the establishment of viewpoints.In the third chapter,according the whole situation of Volvo brand communication mode,the author summarizes the advantages and characteristics of Volvo brand in new media communication.In the fourth chapter,the author summarizes some problems and reasons for Volvo brand in the process of new media communication,and put forward a feasible solution for its future development.