基于CBBE模型的蜜雪冰城品牌营销策略优化研究

基于CBBE模型的蜜雪冰城品牌营销策略优化研究摘要在社会经济快速发展，消费市场活跃度不断增强，消费潜力不断被挖掘的背景下，新式茶饮逐渐成为消费市场上新的潮流，蜜雪冰城作为新式茶饮行业中的佼佼者，自1997年成立以来便始终专注在奶茶、果茶等新式茶饮的研发和销售，但随着茶饮行业的不断发展，众多新式茶饮品牌在市场上崭露头角，不断地冲击着蜜雪冰城的市场地位。在竞争激烈的行业市场上，增强品牌资产价值，获得消费者持久认可，形成核心竞争力，是蜜雪冰城品牌营销策略的制定过程中需要考量的重要内容。本文基于CBBE模型设计了关于蜜雪冰城品牌资产价值的调查问卷，采用描述性统计分析和相关性分析进行数据分析检验，基于顾客角度分析蜜雪冰城的品牌资产价值，提出蜜雪冰城在品牌营销策略的优化方向，在品牌识别层面，蜜雪冰城的品牌标识足够显著，但还需通过品牌联名、品牌代言以及激活品牌形象的现实价值等方式打造独特且深刻的品牌标识，增强品牌的知名度：在品牌内涵方面，蜜雪冰城缺乏独特的品牌个性，可以通过品牌纪录片和形象宣传片的形式丰富和发展品牌故事，深度刻画品牌内涵：在品牌反应维度，蜜雪冰城的顾客感知程度较低，消费者对蜜雪冰城的品牌反应并不总是正向的，为了建立起顾客对品牌恰当的反应，积极担当社会责任，积极从事社会公益事业能够让消费者对蜜雪冰城的品牌认可程度更进一步：在品牌关系维度，消费者对蜜雪冰城的品牌忠诚度和依附程度不足，缺乏一定的品牌归属感和主动介入意愿，通过社群经营、建立消费者关系维护和管理部门的方式建立品牌共鸣。关键词：CBBE模型；品牌资产；品牌营销策略AbstractWith the rapid development of social economy,the increasing activity of consumermarket,and the continuous tapping of consumption potential,new-style tea has graduallybecome a new trend in the consumer market.As a leader in the new-style tea industry,Mi XueBing Cheng has been focusing on the research and development and sales of new-style teasuch as milk tea and fruit tea since its establishment in 1997.However,with the continuousdevelopment of tea industry,many new-style tea brands have emerged in the market,constantly impacting the market position of Mi Xue Bing Cheng.In the highly competitiveindustry market,enhancing the brand equity value,gaining lasting recognition fromconsumers and forming core competitiveness are important contents to be considered in theprocess of formulating the brand marketing strategy of Mi Xue Bing Cheng.Based on CBBE model,this paper designs a questionnaire about the brand equityvalue of Mi Xue Bing Cheng,and uses descriptive statistical analysis and correlationanalysis to test the data,analyzes the brand equity value of Mi Xue Bing Cheng from the customer's point of view,and puts forward the optimization direction of brandmarketing strategy of Mi Xue Bing Cheng.In terms of brand recognition,the brand identity of Mi Xue Bing Cheng is remarkable enough,but it needs to create a unique and profound brand identity through brand co-branding,brand endorsement and activating the practical value of brand image to enhance brand awareness.In terms of brand connotation,Mi Xue Bing Cheng lacks unique brand personality,and can enrich and develop brand stories and deeply depict brand connotation through brand documentariesand image propaganda films.In the dimension of brand response,the degree of customer perception of Mi Xue Bing Cheng is low,and the consumer's response to the brand of Mi Xue Bing Cheng is not always positive.In order to establish a proper customer response to the brand,actively assume social responsibility and actively engage insocial welfare undertakings can make consumers further recognize the brand of Mi Xue Bing Cheng.In the dimension of brand relationship,consumers lack brand loyaltyand attachment to Mixue Ice City,lack a certain sense of brand belonging and willingness to take the initiative to intervene,and establish brand resonance through