Analysis Of The Scale Of Communication Contact Points Under The Vision Of Digital Marketing Of Domestic New Power Automobile Brands

From the perspective of digital marketing,this paper takes the domestic new power automobile brands of new energy vehicles,such as NIO,LEADING IDEAL and XPENG,etc.as representatives,analyzes the development channels and development characteristics of their existing communication contact points,and proposes a scale of communication contact points method that meets the needs of the digital marketing development of new power automobile brands.This article consists of five parts.The first part elaborates on the concepts of "new energy vehicle","new power automobile brands","digital marketing" and "scale of communication contact points".At the same time,the theoretical basis used in this study is pointed out.The second part analyzes the current situation of scale of communication contact points about the digital marketing of domestic new power automobile brands.Firstly,the digital marketing needs of automobile brands are analyzed from the three levels of enterprises,audiences and channels,and secondly,the development status of digital marketing of automobile brands are elaborated from the two dimensions of theory and practice.The third part analyzes the effect of scale of communication contact points about the digital marketing of domestic new power automobile brands.It is pointed out that the scale construction of communication contact points has a positive reference effect on the digital marketing of new automobile brands in terms of strategy,channels and methods.But at the same time,it still has its own limitations in feedback,content and public relations timeliness.The fourth part puts forward relevant countermeasures and suggestions for the scale of communication contact points about the digital marketing of domestic new power automobile brands.From the aspects of communication content,user interaction,and public relations timeliness,this paper proposes the implementation path of optimizing communication contact points in the digital marketing process of new power automobile brands,in order to form the scale of development and make the paper more practical.Through fieldwork,semi-structured interviews and other methods,this paper analyzes that more and more new power automobile brands have begun to deploy their own scale of communication contact points.By integrating online and offline multi-platform and multi-channel contact points,it helps its own brands form the scale of communication under the development trend of digital marketing public-private domain linkage,online and offline cooperation,and the integration of "people’s goods market" and "product efficiency sales",and further promote the development of China’s new power automobile brands in the wave of digitalization.As new power automobile brands are still developing,the optimization opinions on the scale of communication contact points proposed in this paper need to be further improved.