The Research On The Communication Strategy And Optimization Of Porsche Brand In China

With the rapid development of China's economy and the continuous increase of residents' income,China has gradually become the world's largest automobile market.More and more luxury car brands are starting to overweight the Chinese market,leading to more white-hot competition in the car market.Therefore,more and more enterprises begin to realize that the brand will be a powerful means to strengthen the competitiveness of enterprises.How to make an effective brand communication strategy to spread the cultural value and product information of the brand to the audience,and let the brand emerge from the fierce competition,has become the primary issue of concern to all enterprises.Porsche as a luxury brand,since 2001 entered the Chinese market,have maintained relatively high-speed sales growth,good momentum of development.However,with the development of economy,the change of market and the renewal of media technology,the communication environment of Porsche brand becomes more and more complex.At the same time,in the process of transmission of Porsche also constantly breeding new problems.So that the communication strategies that have worked so well are no longer appropriate to the situation.In order to keep the impression of brand in consumers' mind and improve the market share,we need to combine the actual situation and optimize our brand communication strategy.In order to help Porsche brand communication strategy optimization,put forward valuable suggestions.First of all,the Porsche brand positioning and user structure and other basic information to understand and collate.Through the literature research,we found that Porsche's brand positioning with its history,constantly changing.From the initial production of "affordable national car" and "car racing" brand to produce high-end mass production sports car-based luxury car brands.And through the actual survey data shows that its users are mostly high-educated,high-income groups,the male-female ratio tends to balance,younger age.Secondly,it analyzes the communication environment that Porsche is facing at the present stage and the influence of communication environment on Porsche brand communication to ensure that the proposed optimization can meet the real-time demand.Then,it analyzes and interprets the brand communication strategy adopted by Porsche at the present stage.Through the analysis of 150 sample articles and the results of questionnaire surveybased on the theory of "integration model",it is found that the existing communication strategy of Porsche brand has achieved some results,but there are also some problems.One is the recognition system of the degree of attention is insufficient.Second,the quality of the content is uneven,the content is too specialized,the original content is weak,resulting in the lack of advertising appeal.The third is to promote the mode of operation,lack of interaction with the audience,did not pay attention to the actual needs of the audience.Fourth,the lack of public relations image,leading to the lack of brand credibility,consumers on the authenticity of advertising questions.To solve these problems and help Porsche to perfect its brand communication strategy,we can optimize and adjust it from these four dimensions.First of all,Porsche should attach importance to the construction of its own brand recognition system,to create a three-dimensional brand recognition system.Secondly,the clear "content is King" of the creative concept,create high-quality content,enhance the core competitiveness.Third,through the diversification of the promotion means,create different brand image,break the commercial image overweight situation,win the audience's support and favor.Finally,the need to enhance the credibility of the enterprise and crisis public relations capabilities,so that Porsche became the hearts of the audience trust brand.