XiFeng Group Brand Touchpoint Communication Research Report

Don Schultz,the father of integrated marketing communication,once proposed that marketing is communication,so marketing and communication are inseparable.The concept of marketing makes companies and scholars continue to seek the best way of brand communication in order to achieve the best brand communication effect.Brand contact point communication is the embodiment of marketing communication.How to make each brand contact point play the most effective role in brand communication has become an issue that more and more companies are concerned about.This article starts with the relevant theoretical concepts of brand contact point communication,brand contact point model,and brand contact point management.Based on local brands in Shaanxi,we select Shaanxi Xi Feng wine as an example to analyze the existing problems of Xi Feng Group brand contact points Xi Feng's brand development provides reference.This article uses case study method,participatory observation method and indepth interview to analyze Xi Feng Group's brand.The article is presented in the form of case study report,which mainly includes literature review,case study design,case background analysis,case study discovery Five parts: case study inspiration and case summary.First,the article summarizes the relevant theoretical research on brand touchpoint communication.Secondly,this paper analyzes the management background and marketing communication status of Xi Feng Group.Based on the brand touchpoint model of Li Hailong,the brand touchpoint model of Xi Feng Group is constructed,and the core brand touchpoints and keys of Xi Feng Group Brand touchpoints,auxiliary brand touchpoints.In the follow-up,the article analyzes the problems in Xi Feng Group's brand contact point communication from five aspects of brand layout,brand quality,brand information,brand building,and brand communication.Communication provides a corresponding solution.Finally,by summarizing that the theoretical connotation of brand contact points is still being enriched,the development of Xi Feng Group needs a more complete brand communication and business strategy to solve the existing dilemma.Through a lot of research and data,this article presents the corresponding countermeasures for the problems existing in the spread of Xi Feng Group's brand contact points.It has certain value for Xi Feng in brand management,enhancing brand reputation and expanding brand awareness.