Research On Cross-border Marketing Strategy Of White Rabbit Brand

After a century of vicissitudes,the marketing environment that Chinese time-honored brand have faced is constantly changing.Today,in the face of a fiercely competitive market environment and the increasingly digital and social network marketing communication trend,how should the Chinese time-honored brands transform and upgrade? Cross-border marketing is an effective brand rejuvenation marketing method that has been explored by Chinese time-honored brands in recent years.With the trend of "national tide",Chinese time-honored candy brand White Rabbit frequently uses cross-border marketing strategies,especially in 2019.The five cross-border collaborations have been enthusiastically discussed by consumers,understand the cross-border marketing strategy and existing problems of the White Rabbit brand,and have a certain demonstration and inspiration for cross-border marketing of established brands and even brand rejuvenation.This article takes the White Rabbit brand as the research object,mainly adopts the in-depth interview method,combined with the case analysis method and the literature research method,combining qualitative interview and literature analysis with quantitative content analysis to gain insight into the White Rabbit brand cross-border marketing.Risks,deficiencies,problems and causes,and put forward corresponding strategic adjustments,put forward strategic suggestions for the brand communication of the White Rabbit,supplementing the research in the field of cross-border marketing of well-known brands.Firstly,the market environment,applicability of cross-border marketing and the status of cross-border marketing activities of White Rabbit were analyzed by using literature analysis.Secondly,through in-depth interviews with marketing professionals and content analysis data of consumer reviews,summarize the problems and deficiencies exposed by White Rabbit in cross-border marketing,including product quality affecting brand value,radiation target consumer group limitations,frequent nostalgia Consume brand equity and lack interaction with consumers.Combined with the analysis of literature,the reasons for these problems are summarized,including the selection of cooperative brands,poor channel operation,insufficient cross-border innovation,and weak online communication of brands.Finally,it proposes strategic adjustments to the issue of cross-border marketing of White Rabbit: 1.Selecting cooperative brands and strictly controlling product quality;2.Paying attention to e-commerce channels and discovering the value of the scene;3.Innovating cross-border methods and digging brand culture;4.Emphasize social marketing and strengthen consumer communication.For Chinese time-honored brands,cross-border marketing must not only focus on strategies: selecting appropriate cross-border cooperation brands,strictly controlling product quality services,and innovating cross-border methods,but also need to deepen the construction of brand infrastructure “facilities” such as sales channels and communication channels.To undertake the accumulation of resources brought by cross-border marketing,to achieve a positive cycle.