本报告分析了中国品牌新能源乘用车在2018~2019年的品牌关注度、品牌情感分布及品牌综合满意度,对中国品牌新能源乘用车的满意度相关数据用科学公式进行了分析,总结并得出关注度排名前20的品牌综合满意度状况,对车型关注度同综合满意度的状况从整体角度进行了科学分析。新能源乘用车的品牌传播相对更为灵活和丰富其综合满意度呈现如下特点:部分车型跨年度传播量表现不稳定,车辆自燃问题导致综合满意度有很大下滑。在传播方面,中国品牌新能源乘用车在互动媒体上的宣传力度不断加大,对提升满意度、树立良好的口碑起到了重要的作用,为赢得消费者及市场提供了相应的保障。
<<关键词: | 综合满意度中国品牌新能源乘用车品牌关注度 |
This report analyzes the public opinion communication attention,brand emotion and public opinion distribution of Chinese brand new energy vehicles from 2018 to 2019,and analyzes the relevant data of communication satisfaction of new energy vehicles of Chinese brands with scientific formula,and concludes the comprehensive satisfaction of top 20 brands/models of public opinion communication attention. In addition,the paper makes a scientific analysis on the relationship between the attention degree and the comprehensive satisfaction degree. The spread of new energy vehicle brand is more flexible and rich than other classification models. The characteristics of the change of overall satisfaction in Chinese brand new energy vehicles are as follows:some models’ cross year communication is not stable,and the problem of vehicle spontaneous combustion appears,which leads to a considerable decline in overall satisfaction. In terms of communication,the publicity effect and strength of Chinese brands in the interactive media is increasing,which plays an important role in improving their satisfaction and establishing good word-of-mouth,and provides corresponding guarantee for winning consumers and the market.
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