Research On Volkswagen Brand Communication Strategy Of FAW-Volkswagen Company From The Perspective Of Brand Equity

Since China's accession to the World Trade Organization in 2001,China's auto market has been further developed and flourished,becoming the world's automobile production and sales power.At the same time,China's auto market competition is more and more intense,in the face of increasingly fierce competition,the brand has become a powerful weapon to enhance their competitiveness.Good reputation,well-known brands can not only increase the audience's attention to the product,to help stand out from the many products,but also to improve the audience loyalty to the product and promote product sales.However,in the car brand,brand homogeneity increasingly serious today,how to make their own brand in many brands stand out,how to brand promotion and brand communication,has become the first problem in front of the enterprise.Especially with the progress of science and technology and the development of the Internet,relying solely on traditional marketing and communication means can not be unique in the development trend,must be with the times,to find the audience loved the way to be able to make the brand in the development process is not out of phase.In this paper,based on Brand Equity theory and Brand commuciation,through literature research,case analysis,combining theory with practice,qualitative analysis and the research method of combining the FAW-Volkswagen brand of brand equity and brand communication strategy to conduct a comprehensive carding,analysis,induction and summary.The paper is divided into five parts.The first part is the introduction part,including the research background,research significance,research status at home and abroad,research content,research methods and innovations.The second part systematically expounded the brand equity theory and brand communication theory,introduced the concept,content and development of the brand in detail,introduced David Ake's brand equity theory,and discussed the brand equity of the brand.The role of communication.The third part introduces the general brand of FAW-Volkswagen and designs and analyzes questionnaires to conduct empirical research on the brand communication of FAW-Volkswagen's public brands,and discusses the advantages and existing problems of FAW-Volkswagen's mass brand communication.In the fourth part,after the author's scientific,systematic and reasonable research,the author proposes targeted optimization recommendations for brand communication in light of its existingproblems.The fifth part reviews the structure of the whole article and its main research contents.Then it summarizes the main achievements of this article.Based on this,it analyzes the limitations of the research and finally looks into the direction of future research.