Research On Crossover Marketing Communication Strategy Of Independent Automobile Brands

In the post-epidemic era,with the automobile consumption market shifting from incremental to stock era,the competition in the automobile aftermarket has also entered a white-hot stage,and the number of new users of China ’s independent automobile brands is showing a trend of continuous reduction.In addition,the continuous decline of luxury car brands and joint venture brands is also slowly swallowing the domestic independent automobile brand market.The development space of domestic automobile brands is seriously squeezed,and factors such as consumption structure optimization and target user age change,make the current development of China ’s independent automobile brand market face many obstacles,and indirectly enlarge the shortcomings of brand building.How to take the road of the future and how to seek opportunities from the crisis in brand building has become a key issue for each independent automobile brand.As an important part of brand building,brand communication needs to take its own development as the foundation in this process,and guide consumers to identify with the basic concepts displayed by the brand through cross-border marketing,so as to accumulate assets for subsequent brand building.At present,all automobile enterprises are trying to contact new target partners to ensure that they can expand their own brand business into new development fields,always adhere to find connection points in the circle and broken circle,broaden the audience range of their own brands and other brands,and gradually form different strategies in the new changes.This is also a strong support for the recovery of the independent automobile brand industry in the post-epidemic era.This study takes the cross-border marketing case of independent automobile brand as the research object,starts from the strategic level,and uses the dual theoretical analysis of marketing and communication to provide a new theoretical perspective and research path for independent automobile brand communication.Throughout the cross-border marketing activities of independent automobile brands,we can know that the core strategy of its cross-border marketing communication is to focus on consumers,realize the complementarity of consumer experience with the help of cross-border,provide personalized customized services,tap and develop users’ minds,meet the needs of new user groups,and make the transformation and development of domestic automobile brands more smooth.Of course,the implementation of cross-border marketing means has promoted the spread of independent automobile brands to a certain extent.However,in the process of this development,there are still a series of problems to be solved,mainly in the following aspects : the lack of diversified brand construction in the process of cross-border,the lack of comprehensive understanding of consumers ’ psychology,and the lack of adjustment of marketing focus.To solve the problems existing in the cross-border marketing of independent automobile brands,it is necessary to promote the diversified development of marketing strategies,comprehensively control the psychology of consumers,and adjust the marketing strategies of key markets.