Integrated Brand Communication Under The Horizon Of Ningxia Wine Brand Communication Research

In the era of social media communication,brands convey brand concepts through the construction of scenarios and social media matrices,triggering communication and interaction among brand stakeholders,thereby expanding brand equity,increasing reputation and brand loyalty,and ultimately achieving brand value co creation.This digital ecological brand communication method is reconstructing traditional thinking logic.Based on the integrated brand communication theory proposed by Professor Duan in the era of social media,this article analyzes the communication practice of Ningxia wine brands using a combination of questionnaire and interview methods,analyzes consumer behavior in the era of social media,and summarizes the problems in the process of brand communication and provides corresponding solutions.Firstly,the main communication subjects include government organizations,winery enterprises,and social consumer groups.The process of brand communication includes two parts:the output of brand value and the form of brand communication.Secondly,using the AIVSA model,we investigated and analyzed the behavior of social consumers drinking Ningxia wine.Finally,it is found that the main problems in the process of Ningxia wine brand communication are:the higher the education level or the lower the social consumer group is,the less willing they are to participate in brand information sharing activities;Insufficient "explosion points" in the process of online brand value output;Short video platforms in the social media matrix lack integrated brand communication logic.In response to the above issues,this article proposes solutions as follows:using various means to guide highly educated consumers to disseminate brand information;Create brand "explosion points" with high-quality brand topics as connection points;Form a systematic and long-term short video integrated communication strategy.In summary,this article uses social media platforms as the main communication channel to analyze the practice of Ningxia wine brand communication,analyze the behavior of Ningxia wine consumers,summarize brand communication issues,and propose corresponding solutions,with a view to providing direction for the long-term development of Ningxia wine brands.