| As the concept of low-carbon economy and green travel arising,new energy has promoted the transformation and upgrading of the automotive industry,which gave birth to a number of new Internet car companies.In addition to Tesla,which has global influence,the performance of China’s independent brand NIO is also quite eye-catching.Compared with traditional car companies,NIO is more adapted to carry out brand communication.in terms of user thinking,community thinking,and platform thinkingUnder the new media environment,car companies must understand that three major changes have occurred in brand communication,the emergence of social media has made users the center of communication,the scene has become the core element of mobile communication,and media integration is promoting content marketing innovation.Through the analysis of the basic elements of NIO brand communication,it can be found out that NIO’s brand communication model is based on a kind of community,in which enterprises and users both are the main body of communication while each plays different role there.The main body of the enterprise is the initiator and organizer while the user body take parts of the participants and contributors.NIO has a clear vision and appeal in the production of communication content.The content of information is aimed at strengthening users’ brand awareness and the part of promotional content shapes brand image,while UGC focusing on user reputation.In terms of communication channels,NIO has built both an online and offline brand community with its own NIO App and offline direct store NIO House as the core,realizing the aggregation of content and users.Good user reputation,high brand awareness plus brand reputation and loyalty,lead to the communication effect that NIO has achieved so far.The achievement of the communication effect is inseparable from the effective implementation of the communication strategy.NIO’s circle-based communication that relys on the brand community has helped the brand to stabilize the core user.The user-centered collaborative content production has realized the co-creation of the brand value between companies and clients so that the user’s word of mouth has been effectively disseminated and diffused.The experience-centered scene communication has allowed users to obtain a pleasant product and emotional experience.Through the brand extension,it has built its own ecosystem that has enriched the connotation of the NIO brand,extended the brand value of NIO,and expanded the way the NIO brand reached users.However,there are some problems and challenges in brand communication,mainly manifested in the unreasonable layout of social media matrix and the homogeneity of content.Group polarization,which has a negative impact on the brand image and the brand crisis public relations are not handled in a timely manner.To improve that kind of situation,NIO should adopt corresponding optimization strategies,like highlighting key points,and rationally planning the social media matrix to integrate brand relationships and maintain community stickiness while carrying out crisis communication management to turn the crisis into opportunity to enhance brand image. |
