Analysis On Social Marketing Communication Strategy Of Domestic New Energy Vehicles

2014 is known as the first year of the development of domestic new energy vehicles.Since the beginning of this year,many national policies conducive to the development of new energy vehicles have been emerging.With the emergence of policy dividends,a large number of domestic new energy vehicle brands have mushroomed and successively occupied the new energy track by taking advantage of the policy.However,with the increasing number of domestic new energy vehicle brands,the market size of new energy vehicles is also increasing.Consumers gradually return to calm down after experiencing a period of car buying mania,and irrational behaviors of buying new energy vehicles are reduced.Based on this,on the basis of existing literature,this paper takes BYD and Ideal Automobile as the research object,explores the current situation of domestic new energy vehicles in social marketing,and summarizes the existing social marketing problems of domestic new energy vehicles.The first chapter is concept definition and theoretical explanation.It defines the concept of new energy vehicles and social marketing by combing and summarizing the overall development of the domestic new energy vehicle market at the present stage,and then selects BYD and Ideal brand,as the main research object,and combs their development process.This paper provides historical data support for summarizing and analyzing the current situation of social marketing.At the same time,in order to further clarify the research direction of social marketing,this paper chooses the theory of social currency and the theory of network word-of-mouth marketing as the theoretical basis of this study。The second chapter analyzes the current situation of social marketing of domestic new energy automobile brands(taking BYD and Ideo as the research object).The data source of this part is the summary of the annual marketing report of BYD and Ideo.At the same time,according to the marketing report,the main channels of social media marketing of BYD and Ideo are Weibo and Douyin.Therefore,in order to obtain the real marketing status quo,we further observe the content push and interactive behavior of BYD and Ideal in Weibo and Douyin.Finally,according to the two aspects of the data,summed up the enhancement of brand awareness,build brand tonality;Private traffic operation and maintenance,enabling sustainable brand growth;The current situation of social marketing,such as perfect social marketing channels,convenient user communication,single social media content and insufficient user interaction。The third chapter summarizes the problems existing in the social marketing of domestic new energy vehicles.Firstly,the interview outline is designed,including basic information,brand awareness,brand association,marketing behavior understanding and marketing effect satisfaction.Secondly,the in-depth interview research method is used to interview new energy vehicle users and third parties,and then the problems about the social marketing of domestic new energy vehicle brands are obtained,and refined into unclear orientation and complex product system.Brand perception contact is not perfect,user cognition is blocked;Insufficient publicity,low visibility of marketing behavior;From the four aspects of diverse content and frequent user interaction,social media provides the basis and direction for the following social marketing strategy of domestic new energy vehicles.Chapter four is the main conclusion and future prospect of this paper.Based on the current situation in Chapter 3 and the problems in Chapter 4,this chapter tries to put forward a strategic model of social marketing for domestic new energy vehicles,including brand positioning,brand perception,brand marketing,brand interaction and transformation.The conclusions of this paper include: first,accurate brand positioning to achieve differential competition;Second,upgrade communication channels to improve user perception;Third,break through the primary circle to strengthen the effectiveness of communication;Fourth,enrich emotional interaction experience and build brand loyalty,in order to achieve the optimization of domestic new energy vehicle social marketing strategy.