Research Of The Communication Strategy Of New Hongqi Automobile Brand Base Sound Wave Theory

In the research related to automobile brand communication,Chinese scholars mostly choose foreign luxury car brands and domestic new energy automobile brands as the research objects,so there is a lack of research on the communication strategies of my country’s domestic independent luxury automobile brands;scholars usually used traditional communication theory as a framework to support the discussion.Although the research results have a mature international theoretical perspective,they lack practical guiding significance for the local market.The author is concerned that FAW-Hongqi,the representative of my country’s national luxury car brand,has also faced many challenges such as brand building and brand communication since the release of its new brand strategy.How to transform the voice of the new Hongqi brand into a strong brand sound circle,so as to achieve a better brand communication effect,which is the key area of the new Hongqi car brand and the sound wave communication theory.Based on the theory of sound wave communication,this thesis uses the content analysis method to review the development history of FAW-Hongqi brand,specifically analyzing the impact of the era background on its brand communication,and summarizing the current situation of the new Hongqi automobile brand communication.It was found that the positioning of the sound wave origin area of the new Hongqi brand was inaccurate,the conversion of popularity was low,and the development of product lines was uneven;the content penetration rate of the voice area was low,the media mix was weak,and the accuracy of audience positioning was lacking;as well as the echo area brand service has shortcomings.There are problems such as failure to cover user needs,single promotion and promotion,and weak echo from the car owner community.The author uses the method of case analysis and comparative analysis to carry out a specific exploration and analysis of the problems in the village during the communication of the new Hongqi brand,and put forward suggestions for improvement in a targeted manner.Brands in the sound wave origin area need to strengthen and clarify the core values of the brand and establish a value resonance with consumers;rely on solid and reliable product performance to win market trust;at the same time rely on big data collection and analysis to accurately explore market demand to ensure sound wave origin can be stable and sound.In the brand voice area,the rich content is conveyed to the precisely positioned audience through the combination of media to complete the matrix communication.While digging deeply into user needs in the echo zone,it enriches its own promotion strategy,enhances user brand stickiness,and cultivates brand loyalty to achieve word-of-mouth communication.Meanwhile,it can contribute to meet the changes in the automotive market environment and user needs,help brands to establish a new brand image,expand consumer market awareness,build independent brand advantages,increase brand loyalty,spread brand noise,and finally achieve long-term and far-reaching brand communication effects,as well as successfully enter into the silent worship zone.The sound wave communication theory provides a new theoretical basis and research perspective for the author’s research,and it is possible to obtain the corresponding theoretical results to realize the research value.