Research On New Media Communication Of Independent Automobile Brands

Geely borui post-marketing attained remarkable achievements, in this paper, based on this case, the new media environment, brand communication with new media major transmission methods as the background, explore the new media environment under the independent brand automobile brand how to make use of new media to spread. The emergence of new media in the brand communication brought opportunities for independent auto brand, its low cost and high quality transmission way has changed the traditional way of brand communication. Although the new media has immeasurable positive role for the brand communication, but the present new media in autonomous vehicle plays the role of the brand communication is still inadequate. Therefore, this article from the weibo website BBS, WeChat of automobile, and analysis of new media to the important role of brand communication, discusses how to make use of new media to play a good independent automobile brand media play a positive role.This paper will be discussed in five parts. The introduction part describes the research significance and the research status of domestic background, the first chapter; the introduction of the related concept of brand communication and theory, including the concept of brand communication and communication under the new media environment theory, provide a theoretical basis for this paper, and analysis of independent automobile brand communication status under the new media environment; the second chapter mainly analyzes the bri new and Geely the media brand communication process, including through various media to brand communication, to study some phenomena of Geely brand communication environment of the bri new and media; the third chapter according to the present situation of brand communication analysis of Geely Borui autonomous vehicle brand communication problems and try to put forward the corresponding countermea' sures.This article mainly uses the method of literature analysis, case study method and content analysis method, through to t-he independent brand automobile transmission under the new media environment related theory research, analysis of geely borui spread brand development in the new media environment, the thesis is given priority to with a case, analyzes its success and deficiency in brand communication, to provide reference for the independent auto brand dissemination and the suggestion.