Research On The Optimization Of TN’s Brand Communication Strategy

Wenchang chicken is a famous chicken and a landmark commodity in Hainan.Wenchang chicken industry is also the pillar industry of Hainan’s animal husbandry,which has unique geographical advantages and breeding ecological advantages.As a leading enterprise in the early breeding and sales of Wenchang chickens,TN has naturally attracted attention from all walks of life.However,judging from the current development of the TN brand,the effect of TN brand communication is not ideal and lacks a perfect communication strategy,which leads to the relatively low popularity of Wenchang chicken of the TN brand in the country,and the gap between famous chickens in other provinces is still very large,such as Texas Braised Chicken,Henan Daokou Roast Chicken,Anweifu Liji Roast Chicken,Guangdong Qingyuan Baized Chicken,Jiangsu Changshu Beghua Chicken,etc.TN has a low brand effect and does not establish a good brand image,which makes it impossible to effectively exert its brand advantages.Therefore,TN operators can only occupy a greater market share and have stronger market competitiveness by improving brand communication awareness and optimizing communication strategies.This paper mainly adopts the literature method,questionnaire survey method,field research method and other methods to carry out research,and then based on relevant theories,such as "5W" theory,marketing communication theory,etc.In addition,it also refers to the academic community’s enterprise brand marketing positioning research literature and food industry brand marketing integrated communication research literature.The optimization of TN brand communication strategy has been studied in one step.The main research results of this article are as follows: First of all,analyze the current brand marketing situation of TN,such as market participants,brand marketing,etc.In addition,based on the survey results,we analyzed the shortcomings in TN brand communication,and found that we are mainly facing the following problems: enterprise managers lack brand awareness,too homogeneous content in brand communication,unclear brand positioning,lack of personality in communication channels,etc.,and then formulate TN brand promotion based on the above problems.Countermeasure.Through a comprehensive analysis of TN company,combined with the professional knowledge I have learned at Hainan University,I have summarized a set of optimization strategies suitable for TN brand communication,hoping to provide reference and reference for Wenchang chicken breeding enterprises when making effective brand communication decisions.For TN brands,effective brand promotion strategies can help enterprises establish brand image,improve the market position of brands,maintain the loyalty of brand consumers,expand communication channels,increase sales,and promote the value of brand assets.For Hainan Province,the establishment of a high-quality Wenchang chicken brand has played a positive role in the development of animal husbandry and agriculture in Hainan Province,promoting the overall economic development of Hainan.