Research On Problems And Countermeasures Of White Rabbit Co-branded Marketing From 3C Perspective

With the development of the national economy and society and the improvement of China’s international status,the people’s sense of national and national pride is also growing day by day,and they are willing to consume high-quality domestic brands.This also makes many time-honored brand that have fallen back to life.It is necessary to take this opportunity to carry out marketing activities and regain people’s attention.Among many time-honored brands in China,the White Rabbit took the lead in choosing the product marketing method of co-branded marketing,and actively carried out co-branded marketing activities with fashion brands,traditional cultural brands,and food brands to promote the brand,which also made the popularity of the brand rise.However,the company still uses the traditional 4P marketing strategy in the co-branded marketing,focusing on the product itself.However,it does not pay enough attention to the communication link and the end consumers,which makes the company fail to establish a good trust relationship between the brand and the end consumers.During the 7 years of marketing,the revenue and profit of the White Rabbit have grown relatively slowly,and the effect of co-branded marketing has not reached the expectation.Therefore,we take the White Rabbit,which has develop co-branded marketing activities frequently,as the research object to study its co-branded marketing strategy.First of all,combined with the highly developed information communication background of Internet and social media,this paper proposes a 3C marketing framework,which includes context,content,connection,on the basis of the new 4C marketing theory.Secondly,this paper uses two methods,literature analysis and case analysis,to explain the development process of the White Rabbit,analyze the actual cases of its co-branded marketing with different industries and the 4P marketing strategies it uses.Then,use the3 C marketing framework to design a questionnaire,point out the problems exposed by the White Rabbit in its co-branded marketing,and further analyze the reasons behind the problems.Finally,under the 3C marketing framework,this paper puts forward some targeted suggestions for the co-branded marketing of White Rabbit.Through research,this paper finds that the following problems exist in the co-branded marketing: ignoring the shaping of consumption scenes,the lack of interest in the content of co-branded marketing,and the neglect of the role of opinion leaders in information dissemination.In this regard,we believe that the White Rabbit needs to clarify the product positioning of its gifts,food substitutes and cultural products,set up targeted marketing scenarios,and carry out co-branded marketing activities.In addition,the White Rabbit also needs to improve the marketing content facing users,strengthen co-branded marketing activities with opinion leaders,promote interaction with users,and ultimately improve the effect of its co-branded marketing.