Research On Brand Communication Transformation Of "lao Gan Ma" Based On SoLoMo Model

Nowadays,with the rapid development of socialization,localization and mobilization,consumers have undoubtedly occupied the dominant position of information recipients.Because of this,the threshold for consumers to accept information is also increasing,and the content is also more unique and traditional.The transmission and update speed of the model is slow,and the brands tend to be the same,and it is more and more difficult for the brand to convey what it wants to say to the audience.Therefore,the author believes that if a brand or enterprise wants to stand in the SoLoMo era,it must update its traditional communication strategy in order to obtain the ideal communication effect.For the traditional brand "Lao Gan Ma",the transformation of its brand communication is the only way to develop better in the future.After all,with the rapid development of the Internet today,no company can exist and develop independently without the Internet,even in every stage of production and operation of every enterprise will be stamped with the Internet.This paper is a transformation of its brand communication under SoLoMo mode as the title.Through a comprehensive analysis of the development process of its brand and its current large market environment,this paper summarizes "Laoganma" brand communication,advantages of its traditional communication mode and existing problems,namely: Relying more on word of mouth rather than advertising,unique customer loyalty,high awareness of the original advantage and brand goodwill;The problem is the lack of innovation in brand communication under the background of the Internet,which gradually produces a huge gap with other similar products in communication.Then,the author uses the three elements of SoLoMo model to analyze some transformation ways of its brand under this model,namely: Multi-channel brands under the combination of media resources are adopted to carry out content communication,and apply new integrated communication modes,such as new retail and establishing brand IP,etc.Now,we are finding a new way for it,and finally extending the communication strategy of "Laoganma" brand.In view of this,the author sincerely hopes to bring help to the brand communication of traditional brand enterprises in the Era of SoLoMo under the Internet mode.