Research On Scene Marketing Strategy Of Tmall Brand

The development of brand communication has changed with the development of the times and the progress of science and technology.At present,the rapid development of mobile devices,such as mobile phones,has prompted brand communication into the era of mobile interconnection,and the marketing activities of enterprises have also changed dramatically.As far as the current brand communication environment is concerned,the market is constantly subdivided,the demand of the audience is more fragmented,and the fragmentation and exploding of information,as well as the more convenient way of obtaining the information,will force the enterprise to look at the brand communication from the angle of the audience.Therefore,the communication mode in the brand communication is increasingly diversified,the communication objects are more self media,the new media,the new technology are constantly updated and the consumer media literacy and consumption consciousness are constantly improved,in order to make the brand and the consumers resonate and cause a phenomenon of the transmission form.As a member of many marketing strategies,scene marketing follows the pace of the times,and the impact of the scene is subversive.The high fusion of human and equipment breaks the field limit of traditional brand communication.It can cause chain reaction of brand communication,produce numerous flow entrance,further optimize brand communication,and become the best choice for many enterprises to win the market.Among them,Internet companies with rich scene entry,user data and media resources regard scene marketing as a breakthrough for business realisation.As one of the best Internet companies,Tmall takes the advantaged advantage in the battle of scenes with rich data and wide entry.The research object of this paper is Tmall brand communication strategy based on scene marketing.The full text research is mainly divided into three parts.The first part mainly introduces the current situation and advantages of Tmall brand communication from the perspective of scene marketing.The second part mainly focuses on the problems of Tmall scene marketing brand communication.The third part elaborates Tmall brand scene marketing communication strategy improvement suggestion.On the basis of theoretical and practical cases,we put forward more perfect strategies for Tmall's brand communication under the mobile Internet and seize more market.