和其正品牌传播策略研究

本科论文AbstractDali food group launched its brand to enter the herbal tea industry in 2007.Someexperts predicted that the introduction of its brand could become the leader of theherbal tea market.With the uncertainty of herbal tea competition market,we couldtake advantage of the opportunity of "internal strife"of competitors to occupy theherbal tea market,but in fact,its brand faded out of the consumer's vision;in 2019,itreturned to the consumer's vision.Based on this,this paper takes brandcommunication as the research object,and divides it into the following parts forresearch.The first part summarizes the research status of brand communication at homeand abroad.This paper introduces the research on brand communication strategy athome and abroad.The second part introduces the general situation of brandcommunication.It can be divided into three parts:start-up period,growth period andmaturity period.The third part analyzes brand communication channels andcompetitors.The ways of brand communication are detailed,competitors areintroduced and the influence of brand loyalty on brand communication strategy isanalyzed by questionnaire.The fourth part analyzes the problems of brandcommunication:public opinion crisis,poor sales,brand reputation to be improved,and puts forward corresponding suggestions.Through the research,we can draw thefollowing conclusions:brand should first pay attention to its product quality,so thatconsumers can generate brand loyalty,which is more conducive to brandcommunication.The study of brand communication strategy in this paper can not only providesuggestions for its development,but also provide reference for the weak brand in theindustry.Key words:Herbal tea;brand loyalty;brand communication strategy