2021 Annual Brand Communication Plan Of Wo Zhu Liang Yuan

After decades of development,the marriage and dating market has entered a stage of stock game.At present,there are three types of marriage and dating market brands: traditional marriage and dating brands represented by Shijijiayuan,zhenai and Wozhuliangyuan;emerging mobile internet dating brands represented by soul and summer;and regional marriage and dating brands represented by meethere and Yuelao in Nanjing.In this paper,we take Wozhuliangyuan as the research object,start with our own development history and external market environment,use SWOT analysis,PEST analysis and interviewing method to make a comparative analysis of Wozhuliangyuan and its competitive products,and find that Wozhuliangyuan has some problems,such as small influence,brand aging,low brand awareness,poor brand image and poor advertising quality.On this basis,this paper designs a brand communication plan for Wozhuliangyuan in 2021.The first part of the introduction briefly introduces the current situation and development prospects of the marriage and dating market.The second part analyzes the current situation of Wozhuliangyuan's brand communication,and finds out the problems existing in Wozhuliangyuan's brand communication.The third part analyzes the integrated marketing market environment faced by Wozhuliangyuan,and finds out the direction of improvement and the key points of breakthrough.The fourth and fifth parts are brand strategic planning,combined with the 4I theory and 5R model in integrated marketing,according to the interest,search,word-of-mouth,action,sharing five stages,respectively,to develop macro strategic planning and micro implementation plan.The last part is the cost budget and effect evaluation program.Through the analysis of the shortcomings of Wozhuliangyuan,and accordingly designed the corresponding improvement scheme,which will help our Wozhuliangyuan more stable development,and can improve the brand image of the marriage and dating market,promote the current marriage and dating market more orderly and reasonable development.