Study On Brand Communication Strategy Of Zhonghua V5

Since twenty-first Century, the rapid development of China’s auto market, the marketgrowth rate is far higher than the world auto market growth, and become the world’s mostimportant automobile consumption power. In2012, the passenger car market sales volumeincreased, cumulative year-on-year growth of8.4%. Among them, SUV total sales of2000400vehicles, sales in2011compared to a net increase reached406000units,accumulated year-on-year growth of25.5%, the cumulative sales year-on-year growth aheadof special passenger car growth, the fastest growth rate. SUV maintain sales with theChinese automobile market is more diversified and personalized consumption characteristics.Many consumers in the first purchase a car or home purchase car or buy cars will purchase acar target SUV models. At the same time, the reasons listed and selling is a boost in20122012SUV sales performance of several new SUV models continued unpopular.In2012, brilliance auto enterprise brand based on the "brilliance" mode, the high-endmedia authority, system, comprehensive constant communication enterprises"internationalization, marketization, modernization" strategic planning, comprehensivedisplay of enterprises to continuously improve the vehicle and engine research anddevelopment ability, market and business management capabilities, sophisticatedconstruction personnel ability; through on the "three" strategic communication, in-depthshow beyond the enterprise innovation in the brand, research and development, the threecapital field, show the main force of the independent brand enterprise status and power.The V5is the brilliance auto current trends of SUV based on the market, to meetconsumer tastes, meet consumer demand and the development of a city SUV. Comfort,economy fusion sedan, with SUV of large space, wide field of view, high through sexualcharacteristics, set up the city of SUV new benchmark. The V5is a strategic product topromote the brand image of the perfect strategic layout, shoulder the mission BrillianceAutomotive SUV market, promote the enterprise overall sales, improve the Chinese carmarket share. Since listing, the V5month sales orders were to maintain a steady rise,queuing purchase a car has become the V5sales "". On2012, Chinese V5sales reached47698vehicles, the share reached28.7%, is the highest in China sales models.In this paper, the most popular choice of brand models of the V5as a research topic,brand communication, advertising, public relations and other related theory as a foundation, through the analysis of the consumption trend of the automobile market demand, SUV andSUV mainly brand competition, brand positioning, combined with the V5consumercharacteristics analysis, to study on the V5brand, weaknesses, opportunities and threats,combined with relevant theory, proposed the V5advertising, public relations and networkcommunication strategy and specific measures to provide some reference to spread, to theV5brand development and even the independent brand strategy SUV.