Semir Brand Communication Research Based On Social Identity

Social identity is the product of human self-concept socialization, and also is a kind of meaning the individual obtained in the social situation. It is considered to be an effective and significant research perspective of studying the relationship between consumer and brand, because it can better explain the correlation between consumer self and consumer behavior. The consumer decision-making mechanism based on social identity propose the consumption process is essentially a process of constructing social identity consumers in symbolic consumption situation, which will expand the perspective of social identity to the consumer decision-making, it provides the guidance framework for marketer to help consumers build specific social indentify formation of the social status leading to decision-making.In view of the theory of consumer decision-making mechanism based on social identity and by adopting the advertisement semiotics, this thesis analyzes Semir's TV advertisement in its different developing stages; analyzes all information the advertisement convey and the common symbolic meaning it express; researches the matching degree between the process of brand communication and consumers build their social identity. In the meantime, it evaluates and summarizes Semir's brand orientation in different stages and disseminate strategies by integrating the result from Semiology analysis. It discovers its operation mode for building target customers'social identity feeling. In the end, by comparing Semir with its competitors, it also discovers its shortcoming and proposes relevant strategic improvement suggestions.