A Study On Word-of-Mouth Propagation Of Sexy Tea On Social Networks

In recent years the rapid development of the national tea industry,open a shop is more,in the face of matched milk tea brand,at the same level and consumer demand increase,many milk tea brand development and change constantly to meet the needs of the market,so how to use the current media environment,promote the spread of itself,enhance their influence to become the new tea,including Sexy Tea continuously explore the theme of the brand.In recent years the rapid development of the national tea industry,open a shop is more,in the face of matched milk tea brand,at the same level and consumer demand increase,many milk tea brand development and change constantly to meet the needs of the market,so how to use the current media environment,promote the spread of itself,enhance their influence to become the new tea,including Sexy Tea continuously explore the theme of the brand.This paper mainly studies the spread of Sexy Tea's pleasant public praise in social media environment.The main research methods include literature research,case analysis and interview.In this paper,the core concept and theoretical basis of the spread of Sexy Tea's pleasant word of mouth in the social media environment,the wishes,characteristics and types of word of mouth spread,the spread mechanism,the spread mode,the spread strategy and the problems and countermeasures in the spread are studied.It is believed that in the new media environment,the form and characteristics of the spread of Sexy Tea's pleasant word of mouth have changed,but the essence is still word of mouth spread and has the characteristics of the new era environment.At the level of communication mechanism,the paper first analyzes the components of Sexy Tea's pleasant word-of-mouth communication,and then analyzes the operation form of each component.On this basis,it constructs the information communication mode and user interaction mode by connecting the components and communication process of Sexy Tea's pleasant word-of-mouth communication.At the level of communication strategy,from the product positioning strategy,content strategy and the media's color-pleasing positioning of the new Chinese style tea drink,and at the level of its content strategy,it adopts a consistent style,selects the audience to use the most common combination of microblog and We Chat media for word-of-mouth communication,and achieves good communication effect.Although in the current social media environment,there are many things worth learning and learning from the spread of Sexy Tea's pleasant public praise,there is stillroom for optimization.For example,the development of channels is insufficient,the forms of content expression need to be enriched,and the process of word-of-mouth communication lacks guidance and controllability,etc.In this paper,four optimization strategies are put forward to understand and use multi-channel communication system,enrich content forms,develop and guide opinion leaders,and enhance the credibility of communication information sources.The purpose is to seek and discuss the word-of-mouth communication of Sexy Tea,which is more in line with the development of social media era,and also provide some reference for the communication of other new tea brands.