Research On Brand Co-Creation And Marketing Strategy Of HiPhi Automobile

In the era of mobile Internet,value co-creation,as a new way of interaction between customers and enterprises,plays an increasingly important role in brand building.At present,the new forces of automobile manufacturing have adopted the Internet thinking to build high-end new energy automobile brands.Hiphi Automobile puts forward the brand construction concept of ’ co-creation definition value ’,trying to build a user-oriented enterprise that is highly integrated with customers and creates value together.At present,the research on enterprise co-creation mainly focuses on community operation,and there is less research on brand co-creation.Hiphi Automobile emphasizes brand co-creation as its own development strategy.Therefore,Hiphi Automobile is selected for research.This paper combs the development process of value co-creation theory and the theoretical research of brand co-creation through literature research as the theoretical basis of this paper.Through the second-hand data research method,the senior executives of Hiphi Automobile,the development of Chinese Express and the development of Hiphi Automobile were studied,and the sales and financial data of Hiphi Automobile were collected.Focus on the current implementation of Hiphi automobile brand co-creation strategy,one is product and software co-creation :reflected in the user and vehicle system co-creation;the second is scene co-creation :scene card settings are available for download and sharing;third,service co-creation :collect user opinions through activities such as trial driving meetings.Through interviews,interviews with Hiphi Auto store sales staff,store directors,as well as Hiphi Auto users,experts in the automotive field,to explore the shortcomings of Hiphi Auto in the process of co-creating brands with users : First,software co-creation is not sufficient,lack of intelligent experience,and second,lack of brand awareness,lack of brand co-creation foundation;third,the user operation effect based on the Internet is not good;fourth,the low user satisfaction leads to the owner ’s reluctance to actively recommend word-of-mouth.In view of the shortcomings of Hiphi automobile,some suggestions are put forward : first,to improve the OTA system of the vehicle and optimize the UI system design;the second is to strengthen the brand co-branding to promote the future-oriented design concept of Hiphi Automobile with the help of the wave of science fiction,and expand the popularity and brand influence of Hiphi Automobile;third,make full use of Hiphi APP to enhance the activity of followers;fourth,ensure timely response to user feedback.And provide safeguards for the proposed countermeasures : First,ensure that Internet thinking promotes brand co-creation strategies;second,strengthen core technology research and development to empower brand co-creation;the third is to strengthen the construction of brand co-creation culture.It is hoped that the problems existing in the brand co-creation strategy of Hiphi Automobile will be found,and the suggestions and safeguard measures to improve the problems will play an enlightening role in the future brand development of Hiphi Automobile,and provide reference for brand co-creation of other brands.