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On July 22, Xinhuanet Public Opinion Monitoring and Analysis Center released the “Report on the Influence of Domestic New Energy Vehicle Brand Communication from January to June 2016†(hereinafter referred to as “Reportâ€). It is reported that this is the first time that domestic institutions have reported on the brand influence of domestic new energy vehicles based on network big data. According to the "Report", domestic new energy vehicle brands such as BYD, Changan Automobile, Beiqi, Guangzhou Automobile, Dongfeng, Roewe, SAIC and Geely performed well during the monitoring period. Along with the decline in subsidies, domestic new energy vehicles are facing an important window of policy-driven shift to policy and market. The new energy vehicle market may face deep adjustment in the future.
The "Report" tracks and monitors 145 cars of 23 domestic new energy vehicle brands, from the three dimensions of traditional media communication influence, new media communication influence and communication reputation, including paper media exposure and network media exposure. And 9 secondary indicators such as radio and television exposure, comprehensive evaluation of the brand communication influence of domestic new energy vehicles.
In the first half of 2016, BYD, Changan Automobile, Beiqi, Guangzhou Automobile and Dongfeng ranked among the top five in the list of domestic new energy vehicle brands. According to the comprehensive list, the exposure of new media has a great impact on the brand's communication, and it is the weak link of many brands. In terms of dissemination of reputation, brands such as Dongfeng, SAIC, Zotye, FAW, JAC, and Roewe have maintained good health while maintaining high exposure. The hippocampus and the future are among the best in the brand communication and the runner-up, but the influence of the information itself is limited. The reputation of BYD, Changan Automobile and Beiqi is slightly inferior. In addition, the focus of the new energy auto industry is also focused on the independent research and development of products and innovation, the instability of performance, and the dilemma of industrial structure.
As far as the overall industry development is concerned, “subsidyâ€, “batteryâ€, “charging pile†and “industrial chain†have become high-frequency hot words in the new energy industry. The analysis believes that subsidies are gradually declining, and the development of new energy vehicles has entered a period of deep adjustment, but the prospects are still broad. With the maturity of technology reserves, joint venture brands are waiting for opportunities, and their own brand market positions may face major challenges. In the first half of the year, the charging pile exhibition was held intensively, and the “building pile movement†may be erupted on a large scale. The new national standard of the battery is about to land, which is conducive to boosting the development of domestic battery companies.
According to the "Report", at present, the development momentum of China's new energy vehicle enterprises is greatly affected by the policy. In terms of comprehensive brand communication power, the influence of domestic new energy vehicle brand communication is highly consistent with technological innovation, and the role of technological innovation in brand communication. Eat heavy.
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