Research On Brand Communication Strategy Of 4S Stores Of Zehang Under New Media

After the rapid growth of automobile market sales under the policy of automobile going to the countryside and purchase tax exemption,it has gradually entered a stable period.How to break through the bottleneck in the stable period of sales and achieve a significant increase in sales again has become a problem for every 4S stores.Zehang 4S Stores is one of the dealers of Dongfengxiaokang automobile in Hengshui area,its sales market does not cover the whole Hengshui area,compared with other Dongfengxiaokang dealer brands,the gap is large.The problems existing in the brand communication of Zehang 4S stores and how to adjust the brand communication strategy and increase sales through brand communication have become the content of this paper.Based on the review of relevant literature and theoretical basis at home and abroad,this paper USES the classic theory of Laswell's 5W model to study the brand communication of Zehang 4S stores.Starting from five aspects of communication subject,communication content,communication channel,audience and communication effect in the brand communication process of Zehang 4S store,this paper analyzes the brand communication status of Zehang 4S store in the new media environment by means of on-site survey and return visit survey in combination with the communication characteristics of new media.The research found several problems,one is that Zehang 4S stores in the brand communication is not enough attention to the brand communication,the emergence of new media is not sensitive,the staff responsible for brand communication is not professional.Second,the Weibo content is updated slowly,the form of the content is too simple,the title of the article is not eye-catching enough,the brand information in the article is not prominent enough.Third,the interaction between Zehang 4S shop and the audience is insufficient.Fourth,Zehang 4S shop has not analyzed the characteristics of the audience and the effect of communication,according to the preferences of the target audience to choose a number of new media for joint communication.After analyzing each link of Laswell's 5W model,this paper proposes Suggestions on optimizing the brand communication strategy of Zehang 4S stores accordingto the problems in each link.First of all,Zehang 4S stores should improve the attention of management personnel to brand communication,change the concept of brand communication,distinguish between brand communication and content communication,and organize professional communication teams to carry out communication.Then we should improve the brand information,optimize the communication content,highlight the brand information,enrich the expression of information.Then strengthen the interaction with the audience,encourage the audience to participate in the communication,improve the audience participation,let the audience into the communicator for secondary communication.Finally,after the analysis of the characteristics of each new media,the joint use of a number of new media,so that a number of new media complementary advantages,the formation of a three-dimensional 360-degree transmission network for transmission.These strategies provide certain basis and help for Zehang 4S stores in brand communication strategies in the future,and also have certain reference significance for the brand communication work of other 4S stores in China.