| Internet technology has developed rapidly in the 21 st century,especially the background of the rapid development of mobile Internet and big data,and all aspects of our lives have entered the era of convergence media.Especially since the epidemic era,offline activities have been greatly affected,and in this context,the convergence media platform has been further developed.In the automotive industry,more and more people have learned about cars through convergence media,including car performance,comparison of different brands of cars,car prices,and service reputation of car sales companies.Based on this,in order to improve the company’s brand image,increase customer stickiness,and increase marketing and promotion efforts,many automobile sales companies have gradually shifted from traditional single publicity channels such as auto shows,TV advertisements or paper media to making full use of the combination of Autohome,We Chat,Douyin,Weibo and traditional media.This paper analyzes and studies the media marketing communication strategy of CH Automobile Sales Company with CH Automobile Sales Company as the research object.Based on the analysis and research of media fusion marketing theory,this paper constructs an analytical theoretical framework for CH Auto Sales Company’s media fusion marketing communication,and analyzes the macro environment and industry environment of CH Auto Sales Company’s media fusion marketing communication.On this basis,based on the data obtained from the questionnaire survey,the current situation of CH Auto Sales Company’s media marketing communication is analyzed from the perspective of consumers,and finally,according to the statistical analysis conclusion,the optimization strategy and suggestions for CH Auto Sales Company’s media fusion marketing communication are put forward.Through the analysis and research of CH company,the following conclusions are drawn: First,the analysis of the media integration environment of CH Auto Sales Company shows that the development of media integration has brought unprecedented development opportunities to enterprises,and reasonable media integration strategy will undoubtedly improve the marketing situation of enterprises.The SWOT analysis of CH Auto Sales Company shows that strengthening the company’s convergence media layout,adopting diversified media forms and communication channels,optimizing the convergence media content and expanding audience coverage,improving the efficiency and quality of information dissemination are the keys to achieving the company’s marketing goals.Secondly,through the questionnaire survey of CH companies,the results show that CH’s current media integration marketing has the problems of low professionalism of the convergence media operation team,low quality of convergence media communication content,insufficient interaction with potential consumers,and insufficient trust of potential customers in the company’s convergence media marketing.Finally,based on the above problems,and combined with the actual situation of CH Automobile Sales Company,this paper proposes a media fusion marketing communication strategy in line with CH Automobile Sales Company,including: increasing the introduction of professional marketing talents and forming a professional media integration marketing team,making full use of the media integration platform and providing high-quality output,broadening marketing channels,strengthening interaction and communication with audience targets,so as to clarify the specific needs of the audience,accurately position,strengthen brand image construction,and enhance customer trust. |
