Integrated Marketing Communication Strategy Of Renault Brilliance Jinbei

In recent years,the development of China’s automobile market has entered the most exciting period.The passenger car market has ushered in huge changes.New energy,smart cars and other fields have ushered in the blossoming of independent brands,which has allowed the development of the passenger car market to enter incandescent state.But the development of the commercial vehicle market is still relatively slow.With the internet development the rapid development of e-commerce industry is coming,which has brought great space and strong market demand to the urban logistics and transportation industry.Undoubtedly,this is the best chance for China’s commercial vehicle market to shape new vitality.Under such a background,Jinbei brand is moving towards a joint venture life and has a new global vision.The new brand image of Renault Brilliance Jinbei has become a topic worthy of study in the marketing field.Based on the actual marketing and communication activities of the joint venture company Renault Brilliance Jinbei,this article focuses on consumers’ demands,through related surveys,to further understand consumers’ perceptions of the Renault Brilliance Jinbei brand and products.Combine the relevant theories of integrated marketing communications and the survey results,optimizes the communication strategy suitable for Renault Brilliance Jinbei’s automotive products.The purpose of this article is to formulate effective integrated marketing communication strategies for the automotive industry,and to study on the role it works in the automotive industry’s marketing activities.Based on relevant theories of integrated marketing communication,point out the problems in the marketing communication of Renault Brilliance Jinbei,and put forward targeted optimization suggestions for the practical integrated marketing communication strategy.Aiming to help Renault Brilliance Jinbei establish a good brand in the practice of marketing activities.The successful brand image can help Renault Brilliance Jinbei gain certain advantages in the fierce market competition environment and promote the steady development of the company.