Research On Brand Communication Strategy Of Haier Smart Home

In today's society,intelligent home appliances have entered the fast track of rapid development.Although smart home appliances are facing development opportunities in the context of the rapid development of Internet of things,there is still a huge gap in the overall industry.These gaps are particularly manifested in the limited consumer awareness and the absence of industry standards.At present,both traditional home appliance brands,such as Haier,and Internet companies,such as Xiaomi and Alibaba,as well as Huawei,a large consumer electronics company,are all involved in the field of smart homes.In a fiercely competitive environment,brand communication has become a powerful means for companies to gain consumer favor.As a brand with an early start in the field of intelligent home appliances,Haier was surrounded by traditional home appliances and Internet enterprises in the middle period of development,with its first-mover advantage gradually disappearing and the competitive pressure increasing.And due to the deep-rooted traditional impression in consumers' minds,resulting in Haier Smart Home brand communication into the bottleneck.Therefore,this topic can not only formulate a feasible brand communication strategy for Haier Smart Home,but also provide a reference case for the industry,which has a strong guiding significance.In the context of the above research,this article studies and analyzes the brand communication strategy of Haier Smart Home.First,this article summarizes the research background and the relevant theories such as 4I theory and integrated marketing theory,so as to determine the research content,research process,and research methods of this article.Based on the above preparations,this paper uses PEST analysis to study the macro communication environment of Haier Smart Home,and summarizes the micro environment of Haier Smart Home brand communication.Secondly,based on the analysis results above,this paper designs the brand communication strategy of Haier Smart Home by dividing the target audience and mining the needs of the target audience,combining the 4I theory and integrated marketing theory.Finally,a corresponding brand communication plan was formulated,and a guarantee scheme for human resource,financial,and organizational structures was designed.Ensure the implementation of the plan.Research shows that effective brand communication strategy requires insight into the needs of the target audience.Enterprises should make high-quality communication content through the 4I theory and establish emotional links with users through integrated communication channels,thereby occupying user awareness and improving brand awareness.In the research of Haier smart home brand communication strategy,this paper further discusses the potential problems of Haier and smart home industry in the brand communication,hoping to find a communication strategy that can be promoted and applied to similar brands through point-to-point research and discussion.