’World Auto’ Magazine Self-owned Automobile Brand Image Construction Research(2002-2022 )

In the development of China ’s automobile industry for half a century,although the self-owned brand automobile started late,with the increase of the party and the government ’s cultivation of the self-owned brand automobile,the self-owned brand automobile has been greatly developed.Especially in the field of passenger cars,from several major brands such as Dongfeng,Red Flag and Phoenix in the early days of the founding of the People ’s Republic of China to hundreds of self-owned brands such as BYD,Geely and Chery today.For a period of time,the advantage of self-owned brand automobile lies in its cost performance,but in the current era of brand pursuit,brand image has become the core of product competitiveness.China ’s self-owned brand passenger cars have also changed their image,from focusing on product production to brand building,and realizing the transformation from rapid development to high-quality development.This paper takes the ’World Auto’ magazine as the research object,selects the self-owned brand automobile appearing in the magazine from 2002 to 2022 as the research sample,adopts the content analysis and case analysis research methods,and uses the brand building theory and communication theory to study the self-owned brand automobile and their images in the magazine.Based on this,this paper analyzes the process and overall characteristics of the construction of China ’s self-owned automobile brand image by ’World Auto’ magazine.It is expected to contribute to the development of China ’s self-owned brand automobile and provide reference for automobile magazines with product information dissemination function on how to build their own automobile brand image.This paper is divided into six parts.The first part is the introduction.Firstly,it introduces the background and significance of this paper.Secondly,it combs and analyzes the relevant academic research results of domestic and foreign scholars;finally,the research methods used in this paper are introduced.The second part focuses on the related concepts and theories contained in this paper,including brand,image,automobile self-owned brand and brand theory.In the third part,firstly,the development history,current situation,characteristics and column setting of the research object-’World Auto’ are briefly introduced.Then,according to the relevant reports of self-owned brand automobile in the magazine,the form and content are analyzed from the title,picture,topic and advertising.On the basis of the third part,the fourth part studies the brand image of self-owned automobile constructed in the magazine.Six self-owned automobile brands,Dongfeng,Chery,Geely,BYD,Great Wall and Chang ’an,which are frequently reported in magazines and representative in the market,are selected as cases.Through text content analysis,this paper discusses the brand image construction methods of magazines from low-end to high-end,from reliable quality to safety,from technological breakthrough to innovation,so as to summarize the brand image of China ’s current self-owned automobile brand progress,safety and innovation constructed by ’World Auto’.The fifth part makes a comprehensive analysis of the problems existing in the process of building the brand image of ’World Auto’ magazine,such as obvious content preference,single topic selection and planning,lack of interaction in communication means,and gives effective solutions.The sixth part is the conclusion,which summarizes the full paper.Through the analysis of the above six parts,this paper hopes to benefit the construction of China ’s self-owned automobile brand,especially the construction of automobile brand image by automobile magazines.