Research On Brand Communication Strategy Based On New Retail

Under the new wave of new retail,the brand side has more development opportunities,and the competition pattern between brands has also been upgraded simultaneously.Brand communication has both opportunities and challenges.Based on the three major impacts of new retail on brand communication,this paper proposes three optimization strategies for brand communication based on new retail.New retail has three impacts on brand communication: “cross-process”,“counter-cyclical” and “new integration”.“Cross-process” is reflected in the new commercial infrastructure based on big data technology,smart logistics framework and mobile payment system,which helps the consumer informa tion processing process change from AIDMA mode to “To A(action)” mode,consumer information processing.The multi-level jump of the process shortens the time required for the communication process,and the consumer's “instant consumption” becomes easy."Counter-cycle" is reflected in two aspects: First,the life cycle of multi-category-based brands shows a cyclical upward trend;second,it is based on the "network red explosion" spread by acquaintances' social relationship chain to break the cycle law of brand communication.The brand jumps out of the life cycle axis of “introduction-growth-mature-saturation-recession”,and the brand communication path is characterized by recyclability and overall ascent."New integration" is reflected in the connotation ch ange and relationship reconstruction of the three people.Traditional brand communication integration is a simple physical superposition of communication tools,the degree of integration is not deep,and the integration effect is not obvious.Under the new retail format,the data of “people's goods yard” enables brand communication and optimizes the effect of brand communication.Data empowerment is the practical basis for brand communication strategy innovation in the new retail format.For the three new e ffects of cross-process,counter-cycle and new integration,brand communication forms three optimization strategies: one is the content creation strategy,the interaction strategy and the sharing strategy based on the brand information communication proces s;the second is the brand communication.From the "introduction period","growth period" and "mature period",the intelligent positioning,upgrading experience and crisis prevention and coping strategies are respectively formed;the third is to build from the integration level of brand communication "people-goods-field" The ecological integration communication strategy aiming at the unification of "people-goods-field".