新能源汽车产业与大众传播媒介的互动关系研究

The Study on the Interactive Relationship Between the New Energy Automotive Industries and the Mass Media

大众传播媒介的兴盛,特别是互联网时代的到来,对新能源汽车产业的发展发挥了关键性的作用。基于国内外对新能源汽车产业与大众传播媒介互动关系的研究,从传播渠道、政策因素及技术因素三方面剖析了影响新能源汽车传播与推广的原因;同时从政、产、学、研、用的产业联盟组织和传统传播媒介与新媒体的结合等两个层面构建了新能源汽车产业与大众传播媒介的互动机制。在此基础之上,提出了基于大众传播机制视域的新能源汽车产业营销策略。

The prosperity of the mass media, especially the arrival of the Internet Era plays an important role in the development of new energy automotive industries. Based on the research from scholars at home and abroad about the interactive relationship between new energy automotive industries and mass media, the text analysis the factors that influence the spread and extension of new energy automotive from the perspective of communication channels,policy factors and the technical factors. And the marketing strategies that based on the interactive mechanism that established on the basis of the industry alliance organization for the political, production, learning, research, use and the combination of the traditional media and the new media will promote the development of the new energy automotive industries.