Rejuvenation Of Brand Communication Strategy Research Under The New Media Environment ——Nongfu Spring As An Example

Nongfu spring since founded in 1996,from the perspective of brand positioning,through the communication strategy of change,innovation,product packaging,rich content,subject,and through high quality advertising promotion to attract the attention of consumers.For the brand construction,communication is the important way to building brand,good brand communication strategy can quickly improve visibility.Brand communication,from the brand communication style,the text and visual to consider.With the rapid development of digital technology,brand communication environment and the consumer market have occurred great changes,new forms of media constantly affect the consumer market,brand competition emerge in endlessly,obviously the traditional model is difficult to attract consumers.Brand,therefore,need to show the attitude to communicate with the younger generation,through the way of extremely resonance,from product innovation to the visual design,let the brand really look brand-new.In life,people tend to coexist and thoughtful person,consumption,people are willing to choose to have the brand of thought.Any product has certain life cycle,however,is only to keep pace,kept the vitality of brands,to make the brand bloom the most beautiful luster,play an irreplaceable influence.In this paper,the farmer mountain spring as the research object,the farmer mountain spring always focused attention on the consumers,through constantly update products,innovative forms,the use of creative advertising,clear all the media communication strategy,etc.The brand vitality.Nongfu spring has its own unique in delivering content,through creative harvest a lot of attention for many times.Nongfu spring advertising hut chin son said a multi-angle,advertising in living animals and nature as the leading role,countless young audience's affection.Good product not only need to meet the different needs of the audience,to truly reflect their own more value.Through the creative artistic expression,the drink is not simply the thirst,is but the passing of a story,the continuation of an aesthetic,such products can withstand the test of time and holds generation after generation the value of the product.Nongfu spring from start-up to now,has become a unique brand,also in the process of gradually explore to find a suitable for their own development path.This paper analyzes the development and practice of nongfu spring products unique transmission characteristics and transmission function,and discusses the new path of the farmer mountain spring brand development,rejuvenation of the farmer mountain spring brand strategy for specific induction and summary,so as to provide other drinks fast away brand younger construction in our country.