Research On HuangShanMaoFengtea Brand Communication Strategy In The Era Of Integrated Media

Accelerating agricultural brand development strategy has become an important trend of modern agricultural development transformation.In the era of convergence media,with the rapid development of emerging technologies,the brand communication of agricultural brands also presents an obvious trend of media convergence.Under the environment of new media technology,the diversification of communication media and communication methods,the individuation of communication content and the initiative of communication audience have brought unprecedented opportunities and challenges to the brand communication of agricultural brands.As a representative of famous tea in Anhui,Huang Shan Mao Fengtea has higher product quality and obvious advantages of origin,but in recent years,the brand development power is slightly insufficient.Based on this,to strengthen its brand construction and implement effective brand communication strategies is also the only way to the development of Huang Shan Mao Fengtea brand in the current media era.This paper analyzes the communication status and shortcomings of tea brands represented by Huang Shan Mao Fengtea under the background of the era of financial media,and puts forward some reference and constructive opinions and opinions,in order to improve its brand competitiveness and market position,in order to provide some reference for other tea brand communication strategy research.The introduction part of this paper mainly elaborates the research background and significance.The first chapter clarifies and sorts out the relevant conceptual knowledge,and discusses the related concepts such as melong media and its characteristics,brand and brand communication,and Huang Shan Mao Fengtea.The second chapter uses the "5w" theory to analyze the current situation of Huang Shan Mao Fengtea brand communication in the era of financial media.On the premise of actual interviews and data collection,the current communication mode is summarized from five aspects including subject,audience,content,channel and effect in the communication process.The third chapter points out the shortcomings of Huang Shan Mao Fengtea brand communication.According to the above analysis results,it is found that there are four major problems in Huang Shan Mao Fengtea at present: "weak brand awareness,lack of organizational coordination","lack of brand characteristics,uneven level of development","old-fashioned media platform,weak audience participation","poor experience atmosphere,and not deep industry integration".The fourth chapter of this paper,on the basis of the third chapter,puts forward the optimization strategy of Huang Shan Mao Fengtea brand communication in the era of convergence media,including "cultivating brand awareness,clarifying the main responsibility","mining distinctive characteristics,balanced development of the industry","layout of new communication,innovative interaction mechanism","transformation experience mode,promote industry integration" four aspects.To provide reference for Huang Shan Mao Fengtea brand communication,promote brand value.