Integrated Management of Large Screen Communication Strategy for Electric Vehicles

Ma Long

Abstract：The intelligent product of traditional fuel vehicles in electric vehicle region is the large screen of central control panel， which is the subversive innovative design of electric vehicles and the intelligent symbol under the Internet innovative thinking. Through the specific analysis of large screen innovative design， target customers， communication channel and communication effect of electric vehicle products， the comprehensive management of large screen communication of electric vehicles can be realized.

Key words：electric vehicle， central control large screen， intelligent， communication strategy

With the social development and the progress of the times， automobiles have entered thousands of households. The number of family cars in our country has shown an increasing trend year by year， followed by the increasing problems of traditional energy consumption， climate warming and environmental pollution caused by the increase in fuel vehicles. With regard to the new energy automobile industry， the nation provides policy support， financial subsidies， and innovation support to promote the rapid development and construction of the new energy automobile market. Traditional auto companies are joining the ranks of developing electric vehicles. At the same time， a number of emerging Internet auto technology companies have emerged in the market. They have introduced the concept of "Internet +" into electric vehicles to promote the development of electric vehicles to intelligence. The intelligent large-screen system of the center console establishes in-depth interaction with users， and through continuous system upgrade services， it brings added value to users and allows users to get an immersive experience when driving smart electric vehicles.

1 The Background and Development Trend of Electric Vehicles

1.1 Energy Issues and New Energy Development Prospects

Energy has always been the focus of various countries in the world. Energy， as an important strategic resource， restricts the development of a country to a certain extent. Energy issues are related to a countrys security， and global environmental and climate issues caused by energy consumption， such as carbon and other harmful substances cause pollution to the environment， global warming， etc.， thus mankind can no longer rely solely on traditional energy sources to ensure long-term survival. It needs to increase efforts to actively explore new energy sources， such as solar energy， wind energy， ocean energy， and hydrogen energy， which are environmentally friendly， renewable and abundant that can be utilized for a long time.

1.2 Current Status and Development Trend of Electric Vehicles

Many countries in the world have successively issued timeline for the ban on the sale of fuel vehicles， and China has also initiated the study on the timetable for the ban on the sale of traditional fuel vehicles. BAIC Motor announced that it will completely stop the production and sales of fuel vehicles in 2025 and will fully enter the new energy vehicle market. BYD said that by 2030， its fuel vehicles will officially withdraw from the auto market.

In order to promote the rapid development of new energy vehicles， China has introduced a series of policies such as "unrestricted traffic"， "exemption of purchase tax" and "financial subsidies". Based on policy support and the development trend of the overall environment of the automobile market， automobile companies have invested large amount of capital and scientific technology in new energy vehicles， coupled with the rapid development of the Internet， a group of innovative Internet automobile technology companies have emerged. With the efforts of various parties， China has become the world's largest new energy vehicle market and the fastest growing market for new energy vehicles. According to data released by the China Association of Automobile Manufacturers， China sold a total of 1.206 million new energy vehicles in 2019， accounting for 4.68% of total vehicle sales.

Electric vehicles are currently the most mature and widely promoted new energy vehicles. The benign and healthy growth of the electric vehicle market is bound to shift from policy-oriented to market-driven. At present， new energy vehicles are in a period of market transition and adjustment and a critical development stage. During the period of subsidy for car purchases， electric vehicle companies need to prepare in advance， core technologies such as batteries， electronic control， and intelligent systems must continue to break through barriers， increase battery capacity， increase cruising range， increase energy density， and control overall costs.

Today， the electric vehicle market is large in scale， highly internationalized， and high in technological innovation. The deep integration of new technologies such as electrification， intelligence， Internet of Things， cloud computing， and big data will create a huge electric vehicle industry. As the Chinese automobile market continues to open up， the competition for electric vehicles will inevitably become fiercer. At the same time， the future development of electric vehicles is very large. Advanced technology， reliable quality， and safety guarantees are always the priorities of electric vehicles. Electrification and intelligence will be the mainstream of China's auto market， and electric vehicles will dominate the auto industry in the future. In the future， with the popularization of 5G commercial applications and autonomous driving technology， the intelligent attributes of electric vehicles will become more prominent， and smart electric vehicles will be the next main track for the future of automobiles.

2 Intelligent Construction of Large Screens for Electric Vehicles

2.1 Large Screen of Foreign Electric Vehicles Represented by Tesla

In the field of electric vehicles， there is no doubt that Tesla is at the forefront. As a leader in the field of electric vehicles， Tesla has become the most popular electric vehicle manufacturer in the global market. In addition to the advanced range of Tesla electric vehicles， the display of the center console is more well known. The large screen as a nonverbal symbol has become the main feature of Tesla.

Tesla's smart electric luxury car Model S adopts a minimalist style in the interior， almost eliminating all physical buttons， only retaining the emergency light button and the co-pilot glove box door opening key， and replacing it with a super large screen occupying the entire 17-inch display screen of the center console， which integrates the adjustment of vehicle driving mode including comfort， normal， sports， control of vehicle lights， query of vehicle power consumption， map navigation， music playback， telephone answering and other functions. More importantly， the large screen can also be split-screen display and can perform multi-tasking operations.

Tesla's success has largely led the development direction of domestic electric vehicle companies' technology.

2.2 Development of Large-screen Electric Vehicles in China

To in line with the intelligent development of electric vehicles， like Tesla， Chinas electric vehicles have also deleted physical buttons on the interior to enable large-screen central control after assessing the users acceptance and preference for large screens.

Weimar EX5 is equipped with a large 12.8-inch rotated screen， which can provide in-depth human-computer interaction; BYD Qin EV300 is also equipped with a 12.8-inch display， the entire large screen can control multimedia and air conditioning systems， both the resolution ratio and the touch response are excellent， it is easy to operate and feels like another large-screen mobile phone.

Xpeng Motors， as an emerging Internet automobile company in electric vehicles， claiming "young people's first smart electric car"， also equips a 15.6-inch large screen in the center console of Xpeng G3， most of the functions of the car can be operated through this large screen， including the 360° panoramic camera on the roof.

The universalization of large screens is a symbol of the intelligent of electric vehicles. In the future， large screens will play a particularly important role in electric vehicles.

3 Large-screen Intelligent Communication Strategy

3.1 Product Innovation Design Based on Internet Thinking

The design， development， modeling， processing， production， and testing of physical buttons are time-consuming and costly， while the original control functions can be easily realized through the large-screen touch. According to a survey in 2019， 83% of respondents believe that auto companies will abolish the traditional interior physical buttons within 5 years， the full use of large screens is also an innovative technology development trend. Looking back， Apple released the first smart phone， the main operation is through touching， the screen of the latest iPhone 11 Pro Max has been upgraded from the original 3.5 inches to 6.5 inches， and Apple also launched a 12.9-inche iPad Pro， thus both physical buttons and large screens are the inevitable result of intelligent development.

With the rapid development of Internet technology and the continuous innovation of information technologies， such as the Internet of Things， big data， 5G， and artificial intelligence， compared with traditional fuel vehicle， the electric vehicle created by technological innovation are more than a transportation， it is also an intelligent product. Except for the difference between batteries and engines， basically there is no difference in appearance and speed between electric vehicles and traditional fuel vehicles. The biggest difference is mainly the interior， that is the large center console screen. The physical buttons of traditional fuel car interiors are inherent in the automotive industry for many years， it is difficult to subversively eliminate the physical buttons. However， with the innovative thinking the physical buttons were eliminated and provided users with better experience.

3.2 Target User Analysis Based on Persona

China is a populous country with a huge population flow dividend. Domestic and foreign electric vehicle companies are very optimistic about the development prospects of our electric vehicle market. They have also conducted in-depth analysis to locate their target customers.

With the development of the times， the post-80s and 90s generation have become the main force to promote social development and progress. Deeply affected by the economy， they are a group of people with unique personalities and grew up under the Reform and Opening-up. They reject the same and old rules， instead they pursue unique personalities， stand out from the crowd， and show unique styles. They pursue the ultimate user experience.

3.4 Online Direct Sales Model Based on Personalized Customization

Nowadays， people are more inclined to search for the required information on the Internet actively. This is different with the traditional media era when people have to obtain information offline and more passively.

If you want to buy an electric car with large-screen intelligence， you have to search for the information online， learn about the electric car brand， compare and analyze specific electric car products， make an appointment online， experience the one-to-one test drive and then decide which one you are buying. In todays fast-paced life， people no longer want to visit 4S stores aimlessly and try from one brand to another， which would cost a lot of time.

At the same time， the customized service offers unlimited expectation， when they are waiting， users will expect what kind of product that will be. Its completely different from the feeling that when you stepped into the 4S shop purchased and drive away the car. The customization gives people a sense of mystery.

3.5 Community Marketing Communication Based on KOLs

Key opinion leaders （KOLs） are usually well-informed， abundant in life experience and have more communication channels， they have strong social networking， close connections with the public， high prestige and strong appeal in the society， more importantly， they have many followers. To promote the products through KOLs will inevitably increase the popularity of the products.

From movie stars to entrepreneurs， many celebrities are the users of Tesla， they are influential figures in society and opinion leaders of the industries. Certain celebrity communities were firmly grasped by Tesla， they share Tesla's driving experience in their social media， this in return will form a purchase boom of Tesla.

3.6 The Ultimate Interactive Experience Based on the Large Screen of the Center Console

The electric vehicle center console has a large-screen built-in application， which integrates voice navigation， after-sales service， entertainment and other functional modules， and can intelligently monitor the remaining battery of the vehicle. When the battery is insufficient， it can intelligently navigate to the charging pile within the range of battery life， view vehicle status through remotely connecting.

The large screen of Tesla electric car can also upgrade the software. In September 2019， Tesla officially published the software V10.0 to Chinese electric vehicle users. The upgrade will be completed through the large-screen operation of the center console. The interaction between the mobile phone application and the vehicle has been updated. For example， in cold weather， the maximum defrost can be activated to defrost the vehicle more effectively. After the car is activated， the cabin temperature and front window defrost will be set to the highest heating level.

Electric vehicles integrate vehicle control functions and entertainment functions through the large center console screen， which provides users with the ultimate interactive experience.

3.7 Based on Contactless Value-added Services Before and After Sales

With the intelligent development of electric vehicles， the after-sales service of electric vehicles is also significantly different from that of traditional fuel vehicles. Intelligent electric vehicles can record vehicle data anytime and anywhere during driving. Once the vehicle had malfunction， engineers can remotely analyze the data and provide solutions remotely， achieving fast and non-contact maintenance. The timely resolution and handling of faults relies on the sensor equipment of the electric vehicle to transmit information， and the electronic control system records the information， which also needs to be realized through the large screen of the center console. This is impossible for traditional fuel vehicles. Once the traditional car breaks down on the road， it can only be pulled to the repair shop with a trailer. This will lead to a longer period of troubleshooting and waste a lot of time.

In addition to contactless after-sales value-added services， pre-sales contactless value-added services also need to be further explored. Just like the current unmanned retail， users are completely self-independent and do not need to contact service personnel when purchasing products. This will be a good direction for exploration to realize contactless value-added services before and after sales.

3.8 Good Communication Effect Based on Sales Growth

Even though the electric car market is affected by the COVID-19 this year， the sales of Tesla is still strong， it ranks first in the electric car retails. Such sales data is due to its good brand communication， and it is also a strategic adjustment based on market policies. In terms of its Tesla product series， the Model S is around 700，000 to 800，000 yuan. This price can afford a traditional car with high configuration， and this is generally unacceptable for users. Due to the range limitation of the electric vehicles， the main purpose of choosing electric vehicles is to use them as urban transportation tools and such a price is too high for that. Through in-depth user analysis， Tesla has developed a Model 3 with a price of around 300，000， which can not only receive government subsidies， but also reasonable for users to accept.

Good communication play an important role in product sales.

4 Conclusion

The design of large screens in electric vehicles is subversive， and it is also a kind of intelligent innovation. It is the basic layout for the development of electric vehicles towards intelligent， and it is a link to technological innovation and information transmission in the future. This article analyzes the intelligent communication strategy of the large screen of electric vehicles and provides a comprehensive management method that can be referred in the marketing and communication of electric vehicles to users. It is expected that the electric vehicle market can develop in a stable and orderly manner and provide more intelligent experience for our future lives.

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