Study On The Brand Communication Strategy Of Domestic Goods Brands

In recent years,the rise of e-commerce and the development of the Internet have led to the rise of communities,short videos,and live broadcasts,opening up new ideas for the dissemination of domestic brands,the renaissance of domestic brands has become a phenomenon-level topic in China's consumer market,and more and more domestic products are increasingly appearing in people's daily lives.Diversified communication channels and communication environments have led to the rapid rise of a number of cutting-edge domestic brands,while established brands have ushered in new opportunities,and many brands are moving towards brand youth.So what is the effect of the current domestic brand communication on the brand of young consumer groups? What factors influence this effect?This study analyzes the characteristics of consumer groups post-95,and the status of domestic brand communication channels and strategies.Then,This study selects the post-95 age group as the core of the investigation,and uses questionnaires to analyze consumption psychology and behavior of domestic brands of post-95 from five aspects: Brand awareness,brand preference,brand first purchase,brand repurchase,and domestic goods awareness.The study found that without considering other factors,brand reputation and suggestions from family and friends have a positive impact on the domestic brand satisfaction of college students in the post-95 era;the degree of satisfaction of the college student group Post-95 on the brand visual system and product quality has a positive impact on repeat purchase behavior.Finally,based on the analysis of the results of the data,this article combines some of the current successful cases of domestic brand communication in some brands,and puts forward some suggestions on domestic brand brand communication strategies,hoping to help the development of domestic brands.