Researches On Marketing And Communication Strategy Of Automobile Company Under New Media Environment

With the continuous development of internet information technology,the marketing methods of enterprises are increasingly becoming more digital,informational,and intelligent.Thus,new media marketing has emerged as the times require.As for automobile company,traditional marketing methods cannot match with constantly growing companies any more.Enterprises can no longer ignore the impact of new media on companies.So they must adjust marketing strategies.This thesis focuses on this issue and takes automobile companies as objects to conduct research.This thesis adopts the literature research method to introduce the background of the new transformation of the automobile industry marketing under the Internet era.Based on relevant research results of domestic and foreign scholars and related theories of new media marketing,this thesis selects automobile companies as the research object to explore the brand positioning of auto companies and analyze the current marketing and brand communication methods of automobile companies.This thesis uses the PEST analysis method to study the political,economic,social,and technological aspects of the automobile company's communication in the new media environment.As a result,it has been found that for the automobile companies in China,the implementation of the new media marketing strategy is currently in good external states.It can fully meet the actual development of the company.At the same time,the brand communication of automobile companies in the new media environment also encounter many changes,which requires the automobile companies' timely adjustment of marketing strategies.This thesis explores the reality of the development of marketing interaction and brand communication which are under the brand-new conditions of the auto company,and finds out its defects and shortcomings.The shortcomings are mainly due to lack of overall new media marketing plans,insufficient quantitative evaluation of marketing process and marketing performance,lack of refinement of new media marketing techniques and means,and lack of interaction with target users.In accordance with the above situation,this thesis has formulated measures and methods to improve the company's current situation.The author believes that the interaction between traditional media and new media should be fully studied first,and an integrated marketing strategy should be formulated.At the same time,the author asserts that the search engine marketing will be further promoted so that the search results will be better and the searched information will be more accurate.Second,the company should adopt an optimization strategy of marketing process and a quantitative so that it can measure the marketing effectiveness of online advertising,marketing websites,search engines,and microblog marketing.And through the programmatic purchase,the traditional new media marketing will be supplemented to improve the accuracy and efficiency of marketing communications.Finally,the interaction with the media and users should also be enhanced.The company should make full use of social and data platforms for customer communication.It should also pay attention to the cross-border integration of media under brand communication,the effective integration of social media and CRM,and the interaction and integration of “online” and “offline”.