The Problems And Countermeasures Of Entrepreneur's Endorsement Brand Under The New Consumption Mode

With the rapid development of China's society and economy,great changes have taken place in people's consumption concept and consumption mode.This requires enterprises to meet the growing needs of consumers under the circumstances,must constantly update the brand publicity strategy.In September 2020,promulgated by the State Council "about new pattern in new forms the new consuming speed up the development of opinion" pointed out that the development of commodity economy in a new direction,and points out that the present society entered the new stage of development of consumption forms,enterprises should change the pattern of development,the innovation of marketing mode,combination of online consumer economy growth.In the process of brand marketing and brand building,brand spokesperson,as an important intermediary factor,plays an indisputable role in enhancing brand equity,building brand relations and optimizing brand attitude.In2020,many stars and entrepreneurs as brand spokesmen have been involved in the marketing strategy of online live broadcasting,which can be seen in the new sales record created repeatedly.However,celebrity endorsements are unsatisfactory in terms of product professionalism and product matching.At the same time,one celebrity endorsements several brands will cause enterprises to be blurred or even lost in brand positioning and brand personality,which will lead to consumers' difficulty in brand recognition and purchasing decisions.Therefore,under the influence of the negative situation of frequent celebrity endorsements,the generation of entrepreneur endorsements of brands has suddenly emerged,which has become a popular trend in the industry and has been widely recognized by the society.Firstly,this paper holds that the entrepreneur endorsement brand is in the stage of diversified endorsement forms,and tries to use the entrepreneur's name and image to endorse the brand.An in-depth study was made on the intrinsic causes of the formation of entrepreneur endorsement brands,such as low endorsement costs and prominent personal brand characteristics.Secondly,under the background of new forms and models of consumption,this paper takes Dong Mingzhu's endorsement of Gree brand as an example to carry out investigation and analysis on four variables,including spokesperson image,brand cognition,brand attitude and consumer behavior,to provide data support for the paper.Finally,combined with the actual investigation of individual cases,it is found that the entrepreneur endorsement brand has shortcomings in the aspects of entrepreneur image building,enterprise brand recognition,entrepreneur image control and enterprise brand trust,and puts forward the optimization path for the analysis of the problems.In this paper to explore the influence factors of entrepreneur brands,integrate entrepreneur endorsement image research,analyze the existing problems,proposed optimization strategy,in the development of relevant theories and improve corporate branding utility has the positive role,in order to expect to bring enlightenment and reference to corporate branding.