Research On Media Communication Marketing Strategy Of FAW-VW New Bora

In 1991, Faw-Volkswagen co., LTD. (FAW-VW) was established in changchun,and the domestic first introduced is known as the VW brand. China’s auto market has entered the high speed development, and family car market demand is bigger than bigger, which cause more and more fierce competition. In 2001, FAW-VW introduces the Bora, which enjoys the reputation of "the car for driver". Then, in response to better meet the needs of domestic users, respectively, in 2008,2012, Bora had twice major change, and also launched more abundant models in the past period. Today, on March 20th,2016, the New Bora came, that has the inside and outside comprehensive promotion, the appearance of the new design, new engine, and more configuration of science and technology, and FAW-VW hope it have a good market performance.At the same time, the competition is rapidly launch and upgrade their own competition models, such as Toyota corolla, Buick Excelle, SVW Lavida, etc., are the strong competing goods. Specialy need to stress is that from the perspective of the media environment, with the constant rise of mobile Internet and social media in recent years, such as weibo, WeChat, BBS and We media, traditional media constantly decline, such as newspaper, magazine, PC network,.Media environment has become more complex, diverse and changeable. Superposition of a number of factors, it proposes a bigger challenge of media communication strategy of New Bora under the new media environment.This paper will comb Bora brand’s development in China,combined with China’s current macroeconomic situation and development trend of domestic automobile industry, and analysis the new media environment. To focus on the media communication strategy of New Bora as the research object, using the market marketing theory to the study of communication strategies in the new media environment, and using the SWOT analysis, STP analysis, comparative analysis, research analysis and other methods. Summary media communication strategy and implementation method of New Bora to adapt to the current environment. Promote New Bora awareness and goodwill degrees, spread good quality, and enhance the user emotional communication and interaction. Strengthen the New Bora brand image, maintain good brand reputation and create a good public opinion environment for the New Bora launch.