Research On The Official Microblog Communication Strategy Of Domestic New Energy Vehicle Brands

At present,as the new energy automobile industry has been developed as a national strategy with new brands emerging constantly,creating premium brands has become an essential path for domestic companies in the industry to grow.In the new media era,using social media and self-media platform to expand the brand communication power of new energy vehicles has become the main means of brand communication development of domestic new energy vehicles.This study will be conducted from the perspective of official Weibo communication,based on Content analysis,literature analysis,case study and relevant communication theories,to discusses the operational characteristics and communication strategies of domestic new energy vehicle brands’ official Weibo.At the same time,the problems in communication are analyzed,and the optimization suggestions are put forward.First of all,the collection and collation of existing domestic new energy automobile enterprises in the Sina Weibo platform for brand communication related literature.On this basis,carding the academic circle in the domestic brand of new energy vehicle official micro-blog communication field done by the relevant research;Secondly,according to the "2013-2020 China New Energy Automobile brand sales list",we select the top four new energy automobile brands of Weilai,Xiaopeng,Lixiang and Weima,this paper studies the characteristics of the spreading strategies of the official microblogs of four automobile enterprises.At the same time,we choose Tesla,which is the most influential brand of Weibo in "2020 Weibo White Paper on car marketing ecology",as the comparative research object of domestic new energy automobile brands.Through comparative analysis,the paper will summarize the characteristics of four domestic new energy vehicle brands in the official Weibo’s platform.The paper will also point out that while the four companies have made some progress in spreading their brands on the official Weibo platform,there are also problems such as the uneven quality of Weibo and the inadequacy of the Weibo function system;Finally,some suggestions are put forward to optimize the strategy of domestic new energy vehicle brands in the dissemination of official Weibo.And through enhancing creativity,spreading channels,creating personalized IP,perfect after-sales and other ways to help domestic new energy vehicle brands in the official Weibo platform to spread and develop.