Research On Brand Communication Strategies Of Geely Automobile

With the continuous development of automobile industry and automobile market,brand strength determines consumers'cognition of automobile brand impression.However,China's current automobile market is still faced with the embarrassing situation that large automobile sales country and weak independent brand country exist at the same time.There is a big gap between independent automobile brands and foreign or joint venture brands in brand construction management and communication.In this context,how to enhance the influence of China's independent automobile brand,weaken the inherent low-end image and do a good job in brand communication is the top priority in the brand building of independent automobile enterprises in the futureBased on this background and reasonBased on this background and reason this paper takes geely automobile,an important representative of independent automobile brands,as the research object,and adopts three research methods namely,literature review method,case analysis method and theoretical research method,to study and analyze the brand communication strategy of geely automobile.Firstly,a brief introduction will be made to geely automobile brand to understand its brand development process and current situation;Secondly specific analysis is made on the communication environment of geely automobile brand.This part will focus on the external communication environment such as politics,economy and society,as well as the internal communication environment such as geely's own brand value and marketing service.Then combined with the roar of the famous brand strategy expert Li Boting proposed propagation theory in turn from the origin area of the geely automobile brand brand image construction and opposition area brand in-depth analysis of the two aspects of transmission way and the problems found in the process of analysis such as brand image is not clear at the origin area,voice area brand communication does not reach the designated position and echo area insufficient consumer feedback,etc..Through the situation and problems of geely automobile brand communication strategy,analysis,and improvement opinions are put forward,such as in the origin area through the establishment of brand core value and in them into consumer feedback to optimize geely brand image,in the voice spread through precision,innovation,communication form and planning related to public relations activities to expand transmission range,realize the maximization of the communication effect of the echo area through the perfect platform interactive mechanism and give play to the role of opinion leaders to enhance the user feedback.