Research On Brand Communication Strategy Of K Vacuum Cup In Convergence Media Environment

With the rapid development of Internet technology,the current brand communication shows an obvious trend of media convergence.The trend of diversified communication methods and communication tools,proactive communication audience and personalized communication content in the media environment has brought opportunities and challenges for brand communication and promotion.K thermos cup,originating in the United States,once became popular in domestic supermarkets after it entered the Chinese market in 2011.However,in recent years,it has gone through several stages,such as market weakness and acquisition,and consumer awareness and brand power have declined seriously,and there are many problems in brand communication.This thesis hopes to study the brand communication strategy of K thermos cup based on the development trend and characteristics of rong media,so as to improve the efficiency of brand communication and promote brand development by reconstructing brand image and integrating brand communication system.In this thesis,through case studies,questionnaire investigation and other forms,analyzed about the present situation of K keep-warm glass brand communication,combined with the research literature at home and abroad,using the media development,brand positioning,brand communication,integrated marketing communications theory on K which enable to study the main problems of brand communication,and puts forward the optimization strategy brand communication.This thesis is divided into six parts: The first part introduces the research background,research purpose and significance,summarizes the theoretical research results at home and abroad,and illustrates the research methods and innovations used according to the content of the topic and relevant literature.The second part briefly describes the development of financial media,brand repositioning,brand communication and other possible applications to the relevant theories.The third part analyzes the opportunities faced by the development of thermos cup,such as industry technology development,consumption upgrading and market competition pattern,and expounds the development trend of the diversification of brand communication channels and precision audience of thermos cup combined with the development of financial media.The fourth part mainly introduces the development process of K thermos cup brand and the status quo of brand positioning,communication channels and communication content.Combined with relevant theories and case analysis,the problems existing in the current process of K thermos cup brand communication are summarized.In the fifth part,combining theory and practice,the strategy of k-vacuum cup optimization brand connotation under the integrated media environment is put forward,and specific improvement measures such as integrating professional brand communication team,exporting high-quality communication content,whole network layout and focusing on media channels such as Tik Tok,motivating communication audiences and enhancing experiential marketing are suggested.Finally,a comprehensive summary of this research is made,and the shortcomings of the research are also analyzed.It is hoped that this thesis can provide decision-making basis for the communication improvement of other brands in the thermos cup industry while improving the brand image and brand communication of K thermos cup by studying the brand communication strategy of K thermos cup in the melting media environment.