The Research On Brand Communication Strategy Of Kaola

With the rapid development of globalization and the Internet,cross-border e-commerce has brought new opportunities for many countries,enterprises and even consumers.The rise of the middle class,the shift in consumer awareness and the issuance of state policies have injected new vitality into the industry.Brand communication is particularly important for enterprises to establish good brand image.As a representative of cross-border e-commerce,Kaola's brand communication strategy has certain reference significance for other enterprises in the industry.This paper takes Kaola as the research object,analyses the current policy environment,market environment and technological environment of cross-border e-commerce,and studies the positioning strategy,content strategy,channel strategy and terminal experience strategy of Koala brand communication.There are three problems in the process of Kaola's brand communication now,the first is its consumption subsidence didn't go far enough,the second is its short duration of brand communication,and the last is the user stickiness needs to be improved.In view of the above problems,Kaola should use the power of social e-commerce to promote the sinking of brand transmission and consumption channels,use big data and others to insight user consumption habits,which can help it disseminate effectively.And it needs to cultivate user brand loyalty,optimize the platform based on users' actual needs and enhance users' brand stickiness.When implementing brand strategy through brand communication,enterprises should define brand positioning firstly,integrate brand value proposition into brand information and integrate all channels with take the audience as the center,carry out information dissemination on the premise of meeting the needs of the audience.It should penetrate the pain points in the audience's life scenes into all aspects of marketing,thus to form a closed-loop brand communication.