Research On Brand Communication Strategy Based On "Moe Culture"

'Moe' is an authentic exotic,and the rise of 'Moe' can be traced back to Japan in the 1980s.The sprouting culture of China began in the early 21st century.With the rapid development of online media in some cities in China,'Moe' elements appeared in the fields of daily necessities,culture and the arts.Nowadays,Meng Culture,one of the popular cultures,has a strong commercial nature.The wide dissemination of 'Moe' culture and the influence of consumerism made commercial advertisements make great use of adorable culture,and the symbolic significance behind 'Moe' culture is even more prominent.How to make use of the widely popular 'Moe' culture to spread the brand,the use of 'Moe' culture for the construction of the industrial chain has become one of the topics worth studying.This article starts with the influence of "Moe Culture" on brand communication and put forward to the strategic points of brand communication based on Meng Culture from three aspects:goal strategy,content strategy,and contact strategy,and take the'Kumamon' as an example to analyze the brand communication method of 'Moe' and in order to provide reference for domestic enterprises.Under the influence of "Moe Culture",the brand aims to“make the world cured" as the ultimate goal of brand communication,and "pursuing the emancipation of human nature and returning to the individual" as the main content of the brand,and "building a close social and soft culture communication"as the brand communication strategy.This paper combines popular culture,consumer culture,and brand communication theory to study,fills the gaps in related research in the academic community,enriches the theory of brand communication,explores a new perspective of the theory,and also provides a certain way of thinking for the enterprise to better carry out brand communication.