A Study On The Brand Strategy Of Parent-child Culture Of Childhood

The parent-child cultural industry is an evergreen industry with a large scale.It mainly launches functional products or services such as culture,education,entertainment and art for the target group of family users with children aged 0-14.The Childhood parent-child culture brand was founded at the end of 2016,and currently has the first product Childhood children's musical festival and Childhood series parent-child relationship video content.Since its operation in Chengdu market for nearly three years,the brand has accumulated about 30,000 user families,gained certain brand influence,and obtained policy support from cultural authorities.However,due to a variety of reasons,the brand development of Childhood has entered a bottleneck period,users to pull new and retain,and brand value promotion is facing various difficulties.This paper takes the parent-child culture brand of Childhood as the research object,uses PEST,SWOT,Michael Porter five forces model and other methods to conduct environmental analysis,study the brand and product status quo,and through user research to find out the main problems and reasons of Childhood brand,and then learn from the elements of successful cases,so as to put forward suggestions for brand strategy optimization.First of all,in this paper,the Childhood 1 parent-child culture brand status are studied,including the analysis of the macro environment,micro environment,the internal and external environment,and analyses the current situation of the product,found the ball monkey STP elements are faced with the problem,including fuzzy brand positioning,product design defects,as well as the communication strategy of the arrival rate is low,and the target user's preferences is not matching,etc.;Secondly,through the collation and analysis of survey data,the author studies user behavior preferences and brand impressions,summarizes demographic characteristics of target user groups,the situation of buying and using parent-child products,the preference of media attention,and the impression of brand,product,VI and other elements.Then it analyzes the quality strategies of similar successful brands Peppa Pig and Kaishu story in terms of positioning,products and communication,and emphasizes the importance of the original content(products)of parent-child cultural brands and the personified brand image for reference.Finally,the paper puts forward some Suggestions on repositioning the brand of global monkey parent-child culture,and puts forward some Suggestions on optimizing the brand strategy of global monkey parent-child culture from the perspective of 4Ps marketing mix.