Research On Word Of Mouth Communication Strategy Of Current High-end Automotive Brand's Entry Level Model

Based on the background of the new normal of China's economy,combined with the current situation of the continuous consumption and upgrading of the product structure of the automobile market,this paper takes the entry-level models of luxury automobile brand as the research object,conducts an empirical investigation and analysis by means of questionnaire and in-depth interview,summarizes the main problems existing in the current public praise communication of the entry-level models of luxury automobile brand,and aims at the existing problems Problem analysis how to use word-of-mouth communication to improve the reputation of the entry-level model of luxury car brand,and then turn the consumers of the entry-level model of the brand into loyal consumers of the luxury brand,and spontaneously form word-of-mouth communication.The first chapter is an overview of the word-of-mouth communication of the entrylevel models of luxury car brands.Firstly,it summarizes the concept and characteristics of word-of-mouth communication;secondly,it defines the concept and scope of luxury car brands and entry-level models;finally,according to the sales ranking of luxury car brands in recent years,it selects the leading brands Mercedes Benz,BMW and Audi The relevant cases of communication are analyzed.The second chapter is the empirical analysis of the word-of-mouth communication of the entry-level models of the current luxury car brand.Through the questionnaire survey and in-depth interview,aiming at the consumers and potential consumers of the entry-level models of the luxury car brand,the paper conducts an in-depth survey on the word-ofmouth evaluation of the entry-level models of the current luxury car brand,and verifies and supplements the research results.The third chapter is the main problems existing in the strategy of word-of-mouth communication of the entry-level model of luxury automobile brand.It systematically analyzes and summarizes the existing problems with the framework of 5t theory,including that the main body of word-of-mouth communication has not been deeply explored,the process supervision of word-of-mouth communication is not timely,the channel of wordof-mouth communication is yet to be effectively utilized,the content of word-of-mouth communication is lack of flexibility,and word-of-mouth communication is still in short supply The efficiency of information feedback processing is low in five aspects.The fourth chapter is the suggestions for the optimization of the public praise communication strategy of the entry-level models of the current luxury automobile brand.Based on the 5T theory and the new 4C rule,it puts forward the following aspects: in-depth insight into the whole process of establishing connection with consumers,timely supervision and tracking of the public praise communication,integration of the channels of public praise communication,penetration of multiple circles,taking advantage of the situation to improve the flexibility of the public praise communication content,and emphasis on the letter Five suggestions for improving service experience through information feedback.According to the results of empirical research and recent authoritative research reports,this paper analyzes the existing problems from the five dimensions of the main body,process,channel,content and information feedback of word-of-mouth communication,and puts forward the significance of female customer groups and sinking market for word-ofmouth communication,as well as the establishment of connections between communities and consumers,the cultivation of opinion leaders and timely supervision Word of mouth forms a virtuous circle of word-of-mouth communication.From the perspective of communication,this paper puts forward optimization suggestions for the word-of-mouth communication strategy of entry-level models of luxury automobile brands,which has certain practical significance.