Research On Hongxing Erke Brand Image Communication Based On Customer Perception

In recent years,the national side is popular,the formation of traditional culture and modern trends of benign interaction,domestic brands take advantage of the "national tide culture" rise.Hongxing Erke is a special existence among many domestic brands.In July2021,Hongxing Erke donated 50 million materials to the flood-stricken area in Henan,which caused heated discussions on the entire Internet.Although Hongxing Erke is not the most donated compared with other enterprises,it is one of the ultimate beneficiaries of this incident and has gained high exposure.The public has flocked to Hongxing Erke’s offline and online stores for "wild consumption",and the supply of products is in short supply.The popularity brought by Hongxing Erke stems from the emotions of the public,and emotions are transformed into traffic,which quickly forms a fission-type spread.At this time,Hongxing Erke not only assumed the responsibility of the enterprise to the society but also expressed the patriotic feelings of the domestic brand and established a good positive image in the consumer psychology.But the emotions are only temporary.After the enthusiasm recedes,the public returns to rationality,and the brand popularity begins to show a downward trend.At the same time,domestic sports brand products are gradually homogenized,and consumers pay more attention to the emotional and value touch of the brand than the function,which puts forward higher requirements for the brand in terms of communication.Therefore,this paper chooses Hongxing Erke as the research object to discuss how to build a good brand image through efficient brand communication activities and establish a sustainable and effective relationship with consumers after removing the residual heat brought by hot topics.Based on the research status of brand and brand image communication,this paper studies brand equity theory,customer perceived value theory,and integrated marketing communication theory.At the same time,according to the relationship between brand equity and customer perceived value,the final choice from the brand awareness,brand association,perceived quality,brand response,and brand resonance of Hongxing Erke brand status analysis.Through the questionnaire analysis of brand communication in the process of association,perception,and other aspects of the problems,and according to the causes of the formation of the problem put forward targeted integrated marketing communication optimization strategy.Strengthen consumers’ association and resonance to the brand from the aspects of strengthening the relevance of brand elements,focusing on emotional appeal of communication content,mining cultural value,and fulfilling social responsibility;At the same time,we should strengthen brand communication by means of community communication and word-of-mouth communication,expand brand awareness and improve consumers’ perception.From the perspective of customer perception,this research studies brand image communication based on customer perceived value theory and integrated marketing communication theory and determines the main influencing customer perceived value dimensions and the degree of influence of each dimension through analysis.The problems existing in the actual situation of meeting customer needs,and in response to these problems,improvement strategies such as identifying target audiences and establishing communication goals are proposed,hoping to improve consumers’ perception of the brand in terms of functional value and emotional value,and realize the effectiveness of communication strategies optimization.