Research On Public Relations Communication Of China's New Energy Automobile Brands

In recent years,the state and various provincial and municipal governments have issued a series of policies to support the development of new energy vehicles.With the strong support of national policies,the new energy automobile industry has developed rapidly,and many new energy automobile brands have emerged,setting off a powerful “new force for making cars”.How to occupy a favorable market position among many new energy automobile brands is the worry of new energy vehicles.The brand building work has been put on the important agenda of enterprise development by many Chinese new energy vehicles.From the search results of new energy vehicle brand information,we can see that China's new energy car companies have realized the importance of brand communication communication means for brand building.Through the analysis of the status quo and problems of China's new energy automobile brand public relations communication,the author finds that China's new energy automobile brand public relations communication is caught in one-way communication dilemma,and at the same time,it analyzes public relations creativity,media selection and communication effect.Under the framework of integrated marketing communication theory,the author puts forward a strategy of “public-centric” brand public relations communication.The communication of brand public relations should realize individualized communication and form a unique tone of brand communication.At the same time,in order to maximize the communication effect,the brand's public relations communication strategy is proposed.In addition,in the aspect of brand public relations communication,the author also put forward the importance of the brand's official communication channels and the establishment of the owner's cultural community and the specific implementation strategies.In this way,the new energy automobile brand public relations communication can highlight the brand personality,and the brand positioning is more suitable,and realize the two-way communication between the brand and the consumer.New energy vehicle brand public relations communication can truly realize the establishment and maintenance of brand functions,thereby increasing brand value and brand equity.