A Study On The Value Co-creation Of Jiang Xiaobai's Brand Communication

With the fierce competition in the market and the changing demands of users,the mode of communication has shifted from"product-centered" to "user-centered".Jiang Xiaobai was able to rapidly grow from a regional enterprise to a well-known liquor brand throughout the country,which is precisely the use of this guiding thinking.Under this background,this paper takes the value co-creation in brand communication as the core,takes "Jiang Xiaobai" as a typical case,and analyzes two problems,how does Jiang Xiaobai carry out value creation activities and how to enhance communication strategise of brand based on value co-creation.Finally,drawing a reference for most corporate brand communication.Firstly,this study combines the brand image of Jiang Xiaobai in the current market,analyzes it from the three angles of company,product and user.The research has found that it is different from the traditional Chinese liquor brand"high-end","solemn":"classic" image,and Jiang Xiaobai has made a differential positioning in the brand transmission,and launched the personified cartoon image with the user's visual angle.Then,by means of literature analysis and content analysis,and through collecting and summarizing the data of virtual community,this paper discusses the communication and interaction between brand and user,user and user.In the activity of value creation,it is the premise of value co-creation that enterprises are guided by users' needs and interact with the system of users to construct a value system with common cognition.Therefore,in this paper,the author puts forward the conclusion that the link established through value interaction is an important measure for the brand and users to maintain a long-term relationship.Secondly,this study explores what can be promoted by Jiang Xiaobai in brand communication under the theoretical guidance of value co-creation.In-depth analysis is conducted on such issues as how to expand the channels for users to participate in value creation,how to construct the high interactivity of virtual brand community,and how to build the close loop of interests in the cooperation platform.As a process of value creation,Jiang Xiaobai's users only participate in the terminal link of value creation,namely the marketing process.Therefore,it is an effective measure for a brand to co-create values throughout the entire industrial chain to let users participate in the design and creative process of the up-stream link and the production and consumption process of the mid-stream link.In order to improve the interaction of virtual brand community,we can start from two aspects:interface interaction and information interaction.Interface interaction is a subject of computer science,but the essence of interface interaction is human-to-human interaction.The continuous development of big data technology,cloud computing and block chain technology have created conditions for users to get a good interface interaction experience.Information interaction,as a brand competitive advantage,also plays a crucial role in the realization of more efficient interaction.It not only requires enterprises to be able to flow information freely,share and create together,but also can manage and classify it in an orderly way.For the construction of the closed-loop in the cooperation platform,the resource platform should be integrated,and the cooperation mechanism should be established with the stakeholders,so as to enable the docking and circulation between the starting point and the end point of the communication activity to form an interest ecological circle.Finally,through the analysis of the case of Jiang Xiaobai brand communication,the general communication strategy is obtained.It is found that the identity of users has changed significantly in the whole process of communication.The main body of creation is no longer just the enterprise,but also the user and other stakeholders.Through value interaction and the construction of new business models,the brand can create the value co-creation among enterprises,users and partners with users as the core,so as to form a brand communication mode with competitive advantages.The reason why Jiang Xiaobai was able to rise rapidly and occupy a certain share of the market is precisely because it brought users into the scope of the main body of creation,and knowing that value is not produced unilaterally,but that value is constantly interacted through multilateral joint exploration.Finally created the cognitive system that can accord with the value of the group members.Therefore,using the "value co-creation" theory to analyze the brand spread of Jiang Xiaobai,whether in theory or in practice,is of great significance.In theory,the interdisciplinary "value co-creation" theory has been introduced into communication science,which can provide a new perspective for brand communication research.In practice,most enterprises have not taken value co-creation as the purpose of brand communication,and the role of users in value creation activities has not been fully valued.Therefore,the study on the value co-creation of Jiang Xiaobai brand communication can provide new enlightenment for the innovation of brand communication mode.