Study On Brand Marketing Of Company G Under Pan-entertainment Vision

The instant hotpot captures the attention of various practitioners because of its handy carrying properties,variety of flavors,suitability for the scene of diversity,and other characteristics.However,because the sector is so competitive,industry practitioners are worried about how to spread their brand.As pan-entertainment consumption has become the mainstream,in the role of the "fan economy",the brand has gradually shown strong vitality with the help of pan-entertainment IP marketing form.Enterprises conduct brand marketing through the influence of high-quality IP on the new media platform,and the successful experience of triggering social marketing is gradually learned by most brands.Company G’s Instant hotpot brand was officially launched in 2018.As a representative of the new brand of the instant hotpot industry,its Instant hotpot brand integrates pan-entertainment elements into the brand marketing,which has achieved certain results,a significant problem that must be addressed is how to continue to expand amid a complex and changing business environment.This thesis takes company G’s instant hotpot industry as a case study.It is believed that from the perspective of pan-entertainment,the opportunities and risks in the instant hotpot industry coexist.At present,they are mainly faced with problems such as generalized entertainment forms,difficult personality shaping,scarce quality IP,difficulty maintaining brand heat,consumers becoming rational,poor team stability,and frequent network public opinion.This thesis designs the brand marketing decision index system using the entropy right approach and evaluates the brand marketing decision efficiency of company G using the three indicators of cognition,feeling,and behavior to achieve dynamic adjustment of the brand marketing strategy.Subsequently,this thesis is based on the 4I principles to study optimization strategy,under the pan-entertainment perspective,it chooses the brand personality,brand communication,brand marketing,brand management,four major strategies as the instruction,and chooses clear brand positioning,builds media matrix,optimization of the consumption experience,attaches great importance to the management of public opinion that four parts as a focal point of optimization study of G company brand marketing optimization strategy.To assure brand marketing execution,the author contends that company G must also innovate its brand marketing concept,improve intellectual property operations,and establish a professional brand team.In summary,this thesis concludes that the emergence of the pan-entertainment industry has strengthened and expanded the depth and breadth of brand influence.Company G should dig deeper into the cultural connotation of the self-heating hot pot,to create high-quality brand IP through it,to exploit a larger market with the help of the "fan economy".The 4I principle theory,as a product of the Internet era,is rooted in Internet thinking and focuses more on the thoughts and experiences of customers,which aids company G in grasping consumer needs,clarifying the direction of brand marketing,and developing targeted strategies to solve brand marketing problems from a pan-entertainment perspective.