Research On Brand Communication Of New Energy Vehicles

In recent years,the use of cars is increasing rapidly,which not only facilitates people’s travel,but also brings serious environmental pollution.New energy vehicles rely on electric energy to provide kinetic energy,which is not only in line with the current requirements of environmental protection and green travel,but also can effectively reduce the consumption of fossil energy and reduce people’s travel costs.At present,in the favorable environment,the new forces of car manufacturing have mushroomed.Traditional car manufacturers have also launched new brands,and the competition among new energy car brands is fierce.New energy vehicle manufacturing enterprises need to be based on the reality,in view of the changes in the needs of market consumers,timely adjust the brand communication path,improve the pertinence and permeability of new energy vehicle brand communication,and improve the social public’s awareness of new energy vehicle brand.Brand is the overall product cognition formed by consumers through a certain period of product use and familiarity.Through certain brand recognition,consumers can effectively identify products.In terms of brand communication,brand new energy vehicles X with its own capital,technology,product advantages,actively spread abroad,make full use of the star effect,good at new energy vehicles to make use of new media brand communication,but it still exists in the brand spread brand awareness is not high,channels for a single brand communication,brand spreading loyalty is low,Did not achieve the desired effect.Based on the above background,this paper based on the brand integrated marketing communications theory,X brand new energy cars,for example,using the collected data,study of new energy car brand communication,develop science and new energy automobile brand integrated marketing communication strategy and implementation of security measures,for X brand new energy automobile brand communication to provide theoretical support and practical guidance.Based on X new energy automobile brand in the domestic market as the research object,select the new energy automobile co.,LTD in China,based on the integrated marketing communications theory,first of all,analyze the X new energy car brand communication environment,by new energy automobile brand X operational data,from the perspective of communication subject,object,content and channel are analyzed.Further,through the design of questionnaires,the problems existing in the brand communication of X new energy vehicles are comprehensively analyzed by using firsthand data.In view of the existing problems,this article according to the target audience-clear spread goal-design-choose media and information sources-collect feedback steps for X new energy automobile brand dissemination of the integrated marketing strategy,put forward the integrated marketing communication strategy implementation safeguard measures including integrated marketing concept,integrated online communication subject,integrated brand communication talent team.Brand X,the research object of this paper,is a representative brand in the new energy vehicle industry.For other communication subjects of new energy vehicles,brand communication can be carried out with the thought of integrated marketing communication,expand communication channels,improve the coverage of brand communication,and accumulate brand equity,which is conducive to improving their own industry competitiveness.