Research On Geely Automobile Brand Communication From The Perspective Of Douyin Short Video

With the increasing development of mobile Internet information technology and the popularization of mobile terminal products,the development of short video provides a huge space for enterprises to make full use of emerging communication channels to carry out brand communication activities.The people-friendly,national nature of short videos,as well as new content expression and discourse communication methods,allow corporate brands to convey their products and images more comprehensively.It is an important opportunity for enterprises and brands to use the important medium of short video to carry out brand communication and expand market influence.This paper takes the short video of Douyin Geely Automobile’s brand communication as the research object,and uses various theories such as Laswell’s "5W" communication theory and brand image building model to study the brand image construction and communication carried out by Geely Auto through Douyin short video,and strives to help the communication and development of Geely brand.First part sorts out the background of Geely Automobile’s brand communication,analyzes the industry and communication environment in the external background,and analyzes the factors such as products,services,values,and technologies in the internal background,thus showing the environmental basis of the short video communication of Geely Automobile’s brand Douyin.Second part shows the current situation of Douyin short video Geely Auto brand communication from various aspects such as communicators,communication channels,communication content,and communication audience,and reveals the characteristics and advantages of Douyin short video Geely Auto brand communication on this basis.Third,the method of questionnaire survey and interview was used to demonstrate the effect of Geely Automobile’s brand communication in Douyin’s short video.Combined with the data collected by the questionnaire and the results of the interview,the analysis was carried out to objectively analyze the brand communication effect of Geely Auto in Douyin short video.Finally,based on the research on the communicators,communication channels,communication content,communication audience and communication effect of Douyin short video Geely Auto brand communication,the problems of Douyin short video Geely Auto brand communication are explored,and optimization measures are proposed.