Research On "VIVE" Brand Communication Strategy Based On 5W Communication Model

VIVE as the first domestic high-end cosmetics brand,has attracted much attention since it go back The century-old brand has a glorious history in its development process,but it was hard when it in the process of developing a high-end strategy.Even had encountered a situation where the market investment was suspended.Faced with the thriving new format of the high-end cosmetics market,brand communication strategy as the core link of the enterprise can help brands build a good brand image and become an important breakthrough for domestic brands to base themselves on the high-end cosmetics market.How to formulate an effective brand communication strategy has become an important subject for VIVE to enter the high-end cosmetics market.This article takes Lasswell's 5W communication model as the theoretical basis,and uses the literature analysis method and questionnaire survey method to discuss VIVE's brand communication strategy.Based on the analysis of the constituent elements of VIVE's brand communication and analyzes the characteristics and problems of VIVE.In the light of the analysis is concluded that VIVE's brand communication strategy has three major characteristics.firstly,Its differentiated communication shows eastern elegance and western charm,secondly,It's individual communication with lively and colourful.Thirdly,the innovative communication strategy shows that revive old barnd.But at the same time VIVE's brand communication also has some problems.First of all,the subject of the communication lacks of brand communication consciousness.Secondly,the content of the brand communication doesn't match with the brand positioning;Thirdly,the communication channel is simple.Fourthly,fail to formulate brand communication aim at narrowly defined audience.Finally,offering following kinds of advices for the problems of VIVE's brand communication.Firstly,communication-agent of VIVE should build up brand communication consciousness,using different kinds of communication-agent's influence,such as key opinion leader and key opinion costomer.Secondly,focusing on the brand's individual project.The creativity of Chinese fasion can be utilized to develop country's makeup cultures.meanwhile,play out advantages of Chinese medicinal herb,building brand intellectual property and builds up a favorable product image.Thiedly,It is necessary to integrate and use multiple communication channels such as e-commerce and social e-commerce to achieve three-dimensional spread;Fourthly,it is important to segment the audience,giving insight into the demand of receivers.Then,achieving optimal information distribution and specialist communication.Meanwhile,focusing on creating a scene-oriented marketing centered on the audience.