From National Well-known Brand To Market-orient Famous Brand

The Hongqi brand directly used by China FAW Group has received attention from the whole country and the whole world since its birth.From the successful copying of the first Hongqi sedan in 1958,it has gone through more than 60 years,accompanied by the development of the Hongqi brand.The growth is caused by several reforms and revival caused by problems such as insufficient products,inaccurate brand positioning,and poor market performance.Today,under the fierce competition in the global economy and the automobile market,the market performance of the Hongqi brand has not only been improved,but has been surpassed by other brands again and again,becoming a shackled person who is “flooded” in the wave of automobile brands.Faced with such difficulties and challenges,the Hongqi brand has embarked on a new round of revival battles,with strategic,forward-looking planning and deployment of Hongqi vehicles from the aspects of product performance,design,cutting-edge technology,and innovation and technology.And steadily implemented.The innate sense of nationality and mission of the Hongqi brand has made it a household name.The image of “national car” and “official car” on the high level has also been respected by the people of the country.However,these images have not changed or even violated the image of market development.It has gradually become a key factor hindering the development and performance of the Hongqi brand.In order to truly win back the market and increase brand competitiveness,we need the blessing of brand communication in addition to our own quality improvement.Only accurate,reasonable and efficient brand communication can help the brand,re-establish the brand image,change consumer perception,win the recognition of consumers,and finally shine in the automotive market.Through the summarization and combing of the means and methods of Hongqi brand communication,as well as the investigation of the Hongqi brand perception of consumers,the problems and shortcomings of Hongqi communication are revealed.The weak competitiveness of internal product overlap,external pressure and insufficient product itself is the dysentery of the Hongqi brand,which is also the key to the problem;the stereotype of consumers on the Hongqi restricts the spread of the development concept of the new Hongqi.Improper factor setting affects the effectiveness of brand information transmission and consumer information reception;the sense of distance caused by problems such as lack of interaction and positioning bias affects the image of Hongqi brand in the minds of consumers and hinders the communication between Hongqi brand and consumers.Directly led to the poor performance of the Hongqi brand in the market.In the face of the existing problems of Hongqi brand,only to meet the needs of consumers,to close the distance with consumers,to create a positive brand image can break through the predicament and become a well-known market brand.Based on this,the Hongqi brand should proceed from optimizing consumer perception,from product to brand to actively cater to the automotive market environment,grasp and build the advantages of its own brand,creatively combine marketing communication,spread the red flag brand voice,and establish a good brand image.I hope that through the shallow research and analysis,I will give a little reference for the communication and future development of Hongqi brand.