Research On Marketing Communication Of New Energy Vehicles In China

In recent years,The rapid development of China’s automobile industry,the continuous growth of car ownership,has become an important driving force of China’s economic development,but in driving the economy and bringing convenience to people’s life,but also brought about resource depletion and environmental pollution and other problems.Therefore,the Chinese government regards the emerging industry of new energy vehicles as an important measure to protect the environment and promote the transformation and development of the automobile industry,and elevates it to the position of national strategy.However,from the current situation of the market,China’s automobile market is still dominated by traditional fuel vehicles,new energy vehicles have a long way to go.Therefore,in order to promote the popularity and promotion of new energy vehicles in China,it is particularly important to increase the research on the marketing and communication of new energy vehicles in China.This article takes my country’s new energy vehicle marketing communication strategy as the research object,and uses the participatory observation method,case analysis method and comparative analysis method to conduct in-depth research based on the relevant theoretical basis of communication and marketing.The research focuses on the marketing communication status and strategy of my country’s new energy vehicles,the difference and enlightenment from traditional vehicles,and the difficulties and suggestions they face.First of all,the article introduces the current development status of my country’s new energy vehicle market with steady growth,and analyzes the communication channels,target consumers and communication effects;then from the four aspects of marketing communication subject,content,channel,and object,combined with network marketing communication The related theories explored the marketing communication strategy of my country’s new energy vehicles;and compared with traditional automobile marketing communication,obtained enlightenment,and finally pointed out the current difficulties faced by my country’s new energy automobile marketing communication,and made suggestions.At present,my country’s new energy car companies focus on using online channels to vigorously spread to younger and more personalized target consumers,which has made their acceptance of new energy products continue to increase.But overall,the development of new energy vehicles in my country is still in its infancy.In order to improve the marketing and communication effects of new energy vehicles,this article believes that firstly,new energy vehicle companies should increase brand awareness through multi-party cooperation;they must create interesting,personalized,interactive,and profitable content for consumers;they must take advantage of digital marketing.Establish an omni-channel marketing communication matrix;formulate user strategies that can perceive each other with users,arouse user interest,interact with users,and promote user purchases and sharing.Compared with traditional vehicles,new energy vehicles have policy support and have more advantages in the creation of closed-loop traffic and consumer offline experience.These advantages should be used to carry out targeted marketing and communication activities.Finally,the article analyzes the current difficulties faced by my country’s new energy vehicle marketing and communication activities,and proposes targeted improvements and optimization suggestions,with a view to improving the effect of marketing communication and promoting the popularization and promotion of new energy vehicles in my country.