Reserch On Advertising Communication Strategy Of FAW-Volkswagen The New Golf

Car advertising plays a pivotal role in the large-scale automobile market.At the same time,the global automotive market has grown steadily at low speeds in recent years.It is difficult to distinguish between cars of the same class,consumer demand is constantly rising,and mainstream consumer models are changing.The challenges of the market,how to improve the effectiveness of advertising,winning the auto market,and stimulating the economic growth of automobiles have become the topics that the automotive industry,including FAW-Volkswagen Golf,is constantly exploring.The main research object of this paper is the advertising communication of the classic car FAW-Volkswagen New Golf.The main research methods are literature research method,case analysis method,and interview method.This article summarizes and summarizes the advertising communication strategy of FAW-Volkswagen Golf from the perspectives of advertising positioning,advertising creativity,selection and combination of advertising media,and believes that at the level of advertising positioning strategy,New Golf will position advertising products as fashionable.The dynamic A+ compact hatchback also uses big data to refine the target audience and use opinion leaders to target the audience.In terms of creative strategies,this article addresses the content and creative performance of new golf ads.Analyze:In terms of content,New Golf will set the theme of advertising communication as "Swift,New Golf",and dig deeper into the psychological needs of target audiences,with "burning" as the keynote of advertising communication activities;in advertising performance,new Golf is good at combining the popular elements of the second element and funeral culture,and innovating the form of H5 communication,thereby narrowing the distance from the target audience.At the level of media strategy,this paper believes that New Golfs advertising media selects the biggest feature in that it focuses on its audience.In the circle of circles,different circles of media are selected and diversified.Body combination of advertising communication,to achieve good communication effects.Although FAW-Volkswagen's advertising communication strategy has a lot to learn and use for reference,there is still room for optimization.For example,there is a deviation between advertising product positioning and advertising creative content,lack of advertising performance and effective communication with target audiences,and lack of advertising.Uniformity and so on,this article puts forward three optimization strategies:unified advertising product positioning and advertising content,promotion of creative advertising performance and effective communication with the audience,and uniform advertising placement logo,aiming to seek and discuss FAW-Volkswagen Golf models better.The advertising communication effect that accords with the development of the times can also provide reference and reference for other automobile advertisements.