自主轿车品牌的网络传播策略研究

发布时间：2019-06-25 10:41

【摘要】：十年前,轿车还是一种奢侈品。十年后的今天,轿车已经得到相当大规模的普及,已深入到普通大众的日常生活中,我国轿车市场轿车品牌的数量也越来越多。“1995年我国轿车产品品牌数仅有9个；2010年,我国轿车市场品牌数量已达164个。”然而,近几年我国的轿车市场,销量前十位的品牌,基本为合资轿车品牌或者外资轿车品牌。不仅高档轿车品牌以国外高端品牌为主；中档车市场,具备较强竞争力、市场占有率高的轿车品牌大多也是国外品牌。我国强势的自主轿车品牌缺位,品牌传播举措亟待整合。我国强势自主轿车品牌的发展,可以提升我国的国家形象、促进我国自主创新能力的进一步提升；强势自主轿车品牌的建立,可以为自主品牌轿车企业带来一系列品牌效用和品牌价值(经济价值、历史价值和审美价值等),能够有力推动各自主品牌车企的发展；强势的自主轿车品牌可以为消费者带来系列利益承诺,可以降低消费者的购车风险,可以带来诸多附加价值。因此,无论是站在国家、自主轿车品牌车企还是消费者的角度,整合自主轿车品牌传播举措,打造强势自主轿车品牌,都将是大势所趋。本文认为,互联网由于其本身具有的鲜明传播特点和诸多传播价值,以及与自主轿车品牌传播的高度契合,将成为信息时代自主轿车品牌传播的重要途径。2011年底,国家广电总局针对黄金段电视广告时间的新规定,使得包括自主品牌车企在内的很多企业转向以互联网为代表的其他媒介以弥补电视广告时间受压缩给品牌传播带来的不足。本文运用品牌学、传播学、营销学等理论,对自主轿车品牌、网络传播媒介、受众三大主要研究对象以及三者之间的契合进行深入的分析与研究。具体的研究对象包括我国网络发展状况、自主轿车品牌发展状况及困境、我国轿车市场品牌状况、信息时代网民的网络接触行为与信息消费习惯以及网络广告、微博、微电影等不同网络传播形态下的自主轿车品牌传播的特点、信息编排及传播策略等。
[Abstract]:Ten years ago, cars were a luxury. Ten years later, cars have been popularized on a considerable scale, and have penetrated into the daily life of the general public, and the number of car brands in China's car market is also increasing. "in 1995, the number of car product brands in China was only 9; in 2010, the number of brands in China's car market has reached 164." However, in recent years, the top 10 brands in China's car market are basically joint venture car brands or foreign car brands. Not only the high-end brand of high-end car is dominated by foreign high-end brand, but also most of the car brands with strong competitiveness and high market share are also foreign brands in the medium-range car market. The strong independent car brand in our country is absent, and the brand communication measures need to be integrated urgently. The development of the strong independent car brand in our country can enhance the national image of our country and promote the further promotion of the independent innovation ability of our country. The establishment of the strong independent car brand can bring a series of brand utility and brand value (economic value, historical value and aesthetic value, etc.) to the independent brand car enterprise, and can effectively promote the development of each independent brand car enterprise. Strong independent car brand can bring a series of interest commitments to consumers, can reduce the risk of consumers buying cars, can bring a lot of additional value. Therefore, whether standing in the national, independent car brand car enterprises or consumers, the integration of independent car brand communication measures, building a strong independent car brand, will be the general trend of the times. This paper holds that because of its distinctive communication characteristics and many communication values, as well as its high agreement with the brand communication of independent cars, the Internet will become an important way for independent car brand communication in the information age. At the end of 2011, the State Administration of Radio, Film and Television (SARFT) aims at the golden segment of television advertising time. Many enterprises, including independent brand car enterprises, turn to other media represented by the Internet to make up for the shortage caused by the compression of TV advertising time to brand communication. Based on the theories of brand, communication and marketing, this paper makes a deep analysis and research on the three main research objects of independent car brand, network media and audience, as well as the agreement among them. The specific research objects include the network development of our country, the development and predicament of independent car brand, the brand status of car market in our country, the network contact behavior and information consumption habit of netizens in the information age, the characteristics, information arrangement and communication strategy of independent car brand communication under different network communication forms, such as network advertisement, Weibo, microfilm and so on.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471;G206

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