Research On Communication Strategy Of Internet Electric Vehicle Industry

As one of the important pillar industries of the national economy,the automobile industry has always played an important role in the economic and social development.With the continuous development of the economy and the acceleration of urbanization,the demand for automobiles in the future will continue to grow in the long run,and the resulting energy shortage and environmental pollution problems will become more severe.Therefore,in order to effectively alleviate energy and environmental pressures,promote the sustainable development of the automotive industry and accelerate the transformation and upgrading of the automotive industry,it is imperative to develop energy-efficient vehicles and new energy vehicles.To this end,China has issued a series of related policies to promote the development of energy-saving vehicles and new energy vehicle industry.At the same time,the concept of “Internet +” has also provided a good opportunity for the transformation of the automobile industry,making the Internet and new energy vehicles perfectly integrated.And created the emergence of the new industry of Internet electric vehicles.In the macro environment,China has provided many favorable conditions for the development of the Internet electric vehicle industry.In the political environment,the Chinese government has introduced a series of subsidy policies to support the development of the Internet electric vehicle industry.In the economic environment,the production and sales volume of new energy vehicles has grown rapidly,and the majority of them are pure electric vehicles.In the social environment,consumers are The demand for Internet electric vehicles is also increasing year by year;in the technological environment,the concept of "Internet +" is deeply integrated with electric vehicles.At the same time,the rapid development of charging technology and the change of the concept of mass consumption are also pushing the Internet electric vehicle industry to move forward steadily.Therefore,this paper conducts an investigation into the Internet electric vehicle industry market through the analysis of the macro and micro environment of the Internet electric vehicle industry.In view of the industry characteristics of the Internet electric vehicle industry,the author divides the research into two aspects,namely,the public's perception of the Internet of Vehicles and the degree of acceptance and the public's research on the acceptance and use of electric vehicles.According to the market research results,combined with the 4C theoretical framework in integrated marketing communication,the current communication strategy of the Internet electric vehicle industry is analyzed in detail.The main content is to deeply and comprehensively understand the needs of consumers.Internet electric vehicle enterprises have already used the vehicle networking system.Realizing the intelligence and interconnection of Internet electric vehicles;positioning capital and production mode,in order to quantify production,most Internet electric vehicle companies have chosen the capital model of cost financing and OEM production;To build a perfect charging facility for consumers and provide a sound charging service;online communication communication + offline interactive experience,at this stage mainly adopts online communication communication and offline interactive experience dual-track parallel communication mode for automobile marketing.Finally,the explicit and implicit problems in the communication strategy are analyzed,and the feasible suggestions are given in a targeted manner.