Research On The Brand Communication Problems And Countermeasures Of "Amazon China"

This paper is mainly based on the integration of marketing communication theory,positioning theory,creative communication management theory,the new 4C rule,using literature research,questionnaire survey,in-depth interviews to study the "Amazon China" brand communication problems and try to put forward corresponding promotion strategies.The article will discuss from the following five parts:The first part is the research and design of this paper.From the "Amazon China" brand communication subject,channel,content,strategy,form five aspects set up research questions,the research object chooses "Amazon China" target consumer groups at this stage,using questionnaire survey method,in-depth interviews two research methods,the collected data are analyzed and collated,on this basis,the conclusion of the following research is drawn.The second part is to analyze the current situation of brand communication in Amazon China.According to the research and design,it is concluded that the commercialization of brand communication content,the main channel of communication is brand-owned media,and the communication effect is not ideal at the three levels of cognitive-attitude-behavior.The third part,based on the above parts,puts forward the problems of Amazon China brand communication.First,the status of opinion leaders and audiences as the main body of communication has not been fully developed;secondly,the lack of online and offline relationship maintenance leads to poor interaction with audiences;thirdly,Amazon China has high brand awareness but low brand awareness;secondly,the creativity of communication content is poor;lastly,the use of brand communication forms is inadequate and brand exposure is insufficient.The fourth part tries to give the promotion strategy for the problems existing in the brand communication of Amazon China.Firstly,we should attach importance to the main position of the audience,make full use of "word-of-mouth communication" and use opinion leaders to expand the flow of communication;secondly,we should strengthen interactive communication management and establish brand communities to maintain relationships according to the "New 4C Law";thirdly,we should disseminate consumer awareness of "all-round e-commerce" according to "positioning theory";secondly,we should base on "creative communication management theory" to improve communication.Broadcasting content planning level;finally,the integration of the use of a variety of brand communication methods to improve brand exposure.The fifth part is the dynamic supplement of the thesis research.In this part,the reasons for the dynamic supplement of the thesis research are briefly explained.In view of the rumor that Amazon withdrew from China after the finalization of the paper,the following refutations are made: firstly,such news does not meet the five elements of news,secondly,the clear reply after contacting the official staff of Amazon,and secondly,the "Amazon" rumor.The official news center and the official self-Media platform of Amazon China are continuously updated,and finally the official shopping website of Amazon China is in operation.At the same time,this part also presupposes two trends of "Amazon China" in the future.One is to change the previous brand communication strategy to change its current declining situation.The other is to adhere to the previous brand communication strategy.Then his market share will become lower and lower in the future,and eventually he will fail.