Research On Brand Communication Of Industrial Design Company From The Perspective Of Reverse Marketing

With changing market requirements,large number of enterprises in industrial design,brand influence is weak,the spread of the traditional methods can not meet the demand of the market,so the industrial design company gradually realized the importance of brand,according to the requirements of the country for industrial design development trend,we should study industrial design enterprise spread its brand.This subject combing the status quo of brand communication of industrial design companies based on relevant literature and case study data of brand communication of industrial design companies.The research content of this paper is divided into three parts.The first part clarifies the status quo of brand communication of industrial design companies in the pearl river delta region by sorting out the existing brand communication cases of some industrial design companies.First,the main mode of communication is word-of-mouth communication.Second,industrial design companies have more ways of brand communication,and most companies choose to participate in industry activities for brand communication.Third,due to the rapid development of the Internet,large design enterprises also choose how to increase the exposure of enterprises through the Internet.In the second part,the relationship between the reverse marketing model and the brand communication of industrial design companies is analyzed.The main methods of B2 B communication are: 1)word-of-mouth communication through customers.2)conduct word-of-mouth communication through industry activities,such as participating in industry activities and winning awards through participating in competitions.The main methods of B2 C communication include: 1)brand communication through mass communication,TV advertising,periodicals and magazines,etc.2)brand communication through niche communication channels,such as outdoor advertising.3)use public relations activities for communication,such as seminars,large BBS,speeches,charity activities,etc.4)brand communication through Internet,we media,microblog,network television and other innovative communication channels.In the third part,the brand communication of typical design enterprises is selected as a case,and the way of brand communication is specifically explained from the perspective of reverse marketing model,and the application of strategy is explored in combination with enterprise examples.The direct market foundation of industrial design enterprises is niche,but the end user is the end consumer.Industrial design company market-oriented customers mostly have related professional knowledge,one of the few strategic customers brought in the vast majority of profits for industrial design company,so generally do not choose large-scale industrial design company,promote their brands,but as a specific area of customers on their own brand image.The basic goal of brand communication of consumer goods brands is to create brand awareness and emotional experience that can trigger brand preference,while industrial design companies pay more attention to the feasibility and functionality of brand communication.Under the new retail formats,all contact need innovation,product experience,experience marketing is important,industrial design company in the brand communication strategy formulation should pay more attention to the integration degree of the market,attaches great importance to the design after the information feedback,strengthen the spread of B2 C,let consumers better cognitive and good products.