Study On Geely Automobile Brand Communication Strategy Under The Background Of "Internet+"

By the end of 2020,China’s automobile production and sales have been ranked first in the world for ten consecutive years,among which domestic brands occupy about 40% of the market share.With the upgrading of consumption,consumers have higher and higher requirements for the brand of automobile,a commodity.The loyalty of 14.4% of China’s passenger car orders in 2019 shows that most brands are having difficulty retaining old users.Autonomous cars are facing serious brand problems.Since the 18 th National Congress of the Communist Party of China,China’s economic development has entered a new normal,and the Internet has become widespread and deeply integrated with all industries.On the one hand,it has greatly stimulated the R&D and production capacity of the "Internet +" automobile industry;on the other hand,it has mainly promoted the more diversified communication modes,more expansive communication modes and more targeted communication strategies of automobile brands.This paper takes Geely Automobile,the top-selling brand among the independent brands,as an example,analyze the production environment and communication environment of automobile brands under the new business form,investigate the perception effect,attitude effect and behavior effect of Geely Automobile brand communication.And from three dimensions of brand building,new media application,consumer cognitive habits and buying behavior,analyze the brand communication problems of Geely Automobile and build optimization strategies.