"Orange" Brand Operation Strategy And Its Inspiration

The vigorous development of the Internet and mobile media has greatly changed people's lifestyles and cognitive methods,and brought great convenience to people's communication and cooperation.In this era,various brand communities have mushroomed and emerged one after another.More and more companies and organizations have started to build and operate branded communities in order to bring about large-scale economic benefits.China's agricultural products are abundant,and sales are made through online channels.Consumers can purchase specialty agricultural products from all over the country.E-commerce enterprises of agricultural products have become hot spots for economic growth.However,the degree of branding of agricultural products for e-commerce in China is low,and the degree of recognition is not high.This article takes “Chu Orange” as an example to analyze the full range of specific brand operation strategies in the process of “from nothing” to “explosive” in the process,and to make the current e-commerce brand of e-commerce out of the predicament in China.Make a reference.After the author's research found that in order to form a brand,the agricultural electricity supplier must not only elaborately build products,but also adopt a series of measures on the brand community.First,we need to build a large brand community with social marketing strategies such as story-based marketing,social media marketing,and online word-of-mouth marketing;second,we must through online and offline community activities to accelerate the integration of community members;then on the basis of having a large number of branded communities,carefully tailoring the content of community members' needs,and expanding brand communication through multiple channels;finally adopting a series of measures to strengthen the management of the community.