A Study On The Communication Strategy Of Jiang Xiaobai's Brand In The Internet Age

Jiang Xiaobai was born in 2012 and was known in just a few years.In the 2018 T-mall Wine Line Consumer Data Report,Jiang Xiaobai ranked fourth among young people's favorite liquor brands,second only to Maotai,Yanghe and Wuliangye.As we all know,the longer liquor lasts,the more fragrant it is.But why a young liquor brand is so popular,its brand communication strategy is worthy of further study.In the Internet age,Jiang Xiaobai has a unique charm in the innovation of brand communication.This article selects Jiang Xiaobai as the case mainly for the following reasons:First,Jiang Xiaobai has Internet gene from it's birth day;second,it can precisely position of young people;third,it has a deeper understanding of his target consumers;Fourth,it is at the forefront of the industry in shaping IP.In the Internet age,brand communication is more complicated.Looking at the changes in consumers' psychology and behavior in the Internet age and the various characteristics of the Internet,the Internet activities of brand communication should include four characteristics :interesting,individuality,interests and interaction,which is exactly the same as the 4I principle of the Internet communication and marketing.Therefore,this article analyzes Jiang Xiaobai's brand communication strategy from four important dimensions: interesting,individuality,interests and interaction.This study mainly takes Jiang Xiaobai as a case,analyzing Jiang Xiaobai's brand communication strategy in the Internet age comprehensively with the literature method,questionnaire survey method and interview method mainly from the angle of Communication,Brand Communication and supplemented from marketing and advertising disciplines.This research is not just an analysis of the isolated unit of Jiang Xiaobai,but focuses on the reference significance and value of Jiang Xiaobai's brand communication practice to other enterprises under the Internet environment.The first chapter summarizes the connotation and extension of brand communication.The article believes that in the Internet age,the media environment of brand communication presents three new characteristics: one is the update on communication technology;the second is thediversification of communication channels.The new media complements the traditional media;the third is the reduction of the communication intermediary.Due to the change of the media environment,brand communication also presents the following new features: First,the interaction of communication content is enhanced;second,the audience are active in participation;third,the communication channel is more extensive.Through questionnaires,chapter two draws consumers' brand contact and psychology in the Internet era: first,the participation of consumers is creative;second,the loyalty and reputation of consumers are related to the content and mode of brand communication;third,online lottery has become a popular interactive way for consumers to enjoy.The contact and psychology of consumers play an important role in brand communication and shaping.Chapter three analyzes Jiang Xiaobai's brand communication strategy from the perspectives of 4I principle:interesting,interaction,individuality and interests.Chapter four expounds the bottleneck encountered by Jiang Xiaobai in the process of brand communication and development,mainly including insufficient product strength and low offline conversion rate,lack of persistence of brand communication caused by external environment,serious cottage products and low consumer brand loyalty.To this end,Jiang Xiaobai carried out the innovation and optimization of brand communication strategy: first,to improve product quality and maintain core competitiveness of products;second,to establish brand stage strategy,to continuously optimize innovation;third,to enrich the content of communication and to talk about brand culture;fourth,to put consumers in the first place,and to close the distance between the brand and the consumer.