Research On Advertising Communication Strategy Of Hebei Hongtai Special Purpose Vehicle Co.,Ltd

With the rapid development of social economy,the role of advertising has become increasingly prominent.In the past,the research on advertising mainly focused on the consumer market,but there is still a lack of research on the application of advertising in the producer market.Hebei Hongtai Special Purpose Vehicle Co.,Ltd.,as a large-scale production enterprise specializing in the production of storage and transportation vehicles,also has various problems in the application of advertising.In order to help Hebei Hongtai Special Purpose Vehicle Co.,Ltd.formulate a reasonable advertising communication strategy,based on the literature review at home and abroad,according to the 5m model of advertising communication,this paper conducts a questionnaire survey on customers and an interview with the manager of the planning department.Through the analysis of the survey data and interview content,this paper puts forward several existing problems of its advertising communication strategy in the domestic market: first,insufficient investment in advertising budget;second,improper design of advertising information;third,wrong selection of advertising media;fourth,strong randomness of advertising;fifth,unable to monitor the advertising effect.Through the analysis of the above problems,the reasons for the problems are as follows: lack of budget awareness of senior managers;lack of market information of planning department;strong dependence of media path selection;poor execution of grass-roots advertising;lack of communication effect monitoring system.It is suggested that Hebei Hongtai Special Purpose Vehicle Co.,Ltd.improve the existing advertising communication strategy from the following aspects,including establishing an independent and reasonable advertising budget;strengthening the company’s internal communication and cooperation;putting in high attention advertising media;strengthening the grass-roots advertising execution ability;establishing the advertising effect monitoring system.