Research on Ford Electric Horse Brand Communication Strategy from the Perspective of Innovation Diffusion Theory
Driven by China's economy and policies in recent years,the development of new energy vehicles has been rapid,and the market competition between different brands is fierce.As a key product in Ford's electrification transformation in China,the Ford Electric Horse plays an important role in revitalizing the Chinese market.However,since its launch,the sales of Electric Horse have not met expectations and are far behind other competitors.Based on the theory of innovation diffusion,this article analyzes the short-comings of Ford Electric Horse in brand communication from the perspectives of cognition,persuasion,decision-making,implementa-tion,and confirmation.Based on the above analysis,corresponding response strategies are proposed to provide guidance for the brand communication of Ford Electric Horse.
Innovation diffusion theoryFord Electric HorseBrand Communication
NETL
NSTL
万方数据
