Brand Communication Effectiveness Research And Recommendations Of Ginsber Beer

In today's society, the domestic beer market is becoming increasingly fierce. Beer enterprises face with the question of survival and development. This paper takes brands spreading effect of Ginsber beer as a breakthrough point. It adopts the research methods of questionnaire survey, approaching the problem from the perspective of brand communication in detail. The detailed contrasts, analysis and studies on the effect of Ginsber brands spreading, can help enterprises to hold and know consumers' degree of cognize and consumer psychology to Ginsber, and improve its own brand spreading tactics on this basis. Through surveying and studying consumers' psychology and behavior, it can help enterprises to adjust the tactics of the brand spreading accordinglyConsumers are the targets of this investigation and the goal of this inveatigation is the goal of Ginsber brands spreading.Consumers are the targets of thia investigation. The goal is the Ginsber brands spreading effect. It adopts the way of directional interview, quantitative research and secondary data to carry on the research. By method of the questionnaire at fixed position in the streets, we regain 260 valid questionnaires in all.We get the following conclusion through the analyze of this investigation.1. Assessment of the consumer behaviourThe popularity of brand and the popularity of advertising popularity are an important characteristic of the position on market of brand, and they are also improtant sources of information about the cognitive intensity of the brand and the influence degree of cognitive channel.(1) The popularity of beer's first mentioned brands The investigation result indicates that the cognition degree of Snow brand is the highest, then Ginsber brand. Ginsber brand has quite high cognitive intensity on the market of Changchun. The summation of mentioning rate of Snow brand and Ginsber brand has already been up to 65%. It indicates that these two brands have already occupied sizable market share.(2) Total popularity of the beer brandThe investigation result shows that Snow brand and Ginsber brand occupy the top two still. The total rate of mention on snow brand and Ginsber brand is increasing, comparing with the first brand. But compared with the total mentioning rate of other brands, they still occupy the absolute predominance. The popularity of Ginsber brand is relatively high. It has already formed certain brand assets. Comparing with cognitive intensity of the brand and influence, Snow brand is the biggest rival of Ginsber brand.(3) Cognitive route and preference of the beer brandThe investigation result indicates that, the major media's advertisement remains the important route of the beer brand cognitive. It is worth while to note that besides major media's advertisement, the new emerging media—Internet—as the new carriers of the advertisement, its influence on brands spreading can't be ignored either.(4) Degree of advertising influence for beerTo the stimulateing consumers, cognition, and the expanding the influence of the brand, the media is an important channel. So, a lot of enterprises propagate oneself by different medias and routes. It stimulates consumers' feeling, thus make consumers reach cognition's of brand from unknow, then buy finally. The investigation result reveals, Snow brand and Ginsber brand are still the one with biggest consumer's appeal.2. Assessment of the performance of bands(1) Consumption brand of beerThe investigation result reveals that the most consumed beer is Ginsber brand, then Snow brand, secondly it is other brands-Silver waterfall brand and Qingdao brand. In the investigation, Ginsber brand dominates Snow brand. This is inseparable from promotion route and method of Ginsber Group, and intensity of the advertising at the present stage.(2) Brand of beer drunk at homeThe investigation result reveals that Snow brand dominates Ginsber brand 2%. The 2% small difference in the investigation may have relation with Ginsber's and Snow's emphasis point of marketing channel.(3) Brand of beer drunk outsideThe investigation result reveals that Ginsber is first and Snow second. This investigation shows that the frequency of drinking beer outside is higher than the frequency of drinking at home.(4) Appeal index of the beer brandThe consumption situation of the beer brand can reflect the usage of beer, and the popularity of the beer brand can reflect the influence of the brand. The summation of them construct the indexes of brands. This index not only can reflect the usage of brands, but also can reflect the intensity of the brand's popularity. The investigation result reveals that the biggest appeals to consumers remains Snow brand and Ginsber brand.3. Assessment of the result of brand spreading in different ways(1) The television advertising of Ginsber brand is very high in cognition rate, but consumers lack enough cognition and understanding to the cognition of the advertisement and demand of advertisement. The data of investigation on the most attractive advertising content indicates that the creative advertisement is most atlrative survey and study the data. The television advertising of Ginsber just stays in the understanding of goods at present, and advertising content's information is too much, the theme is not outstanding enough.(2) The rate for attention of outdoor advertisement of Ginsber brand is very high, abut the degree of favor on it's brands is low through the outdoor advertisement. The main reason is that its outdoor advertising content's originality is simple. It can't arouse the attention from more people.The audience is different from the Ginsber consumer group.(3) The percentage of newspaper advertising penetration of Ginsber brand is small. Because readers choose the content of the newspaper very selectively. But newspaper to other medias, it has very great influence on the brand.(4) Celebrity of Ginsber brand accords with image of the brand, but the cognition degree is not enough. To the popularity, it has some distance with Ginsber brand of the popularity of celebrity.(5) The cognition degree of the propaganda slogan of Ginsber is relatively high. It is comparatively successful to the result of propagate.This text takes consumers' behavior and the effect of enterprise advertisements of different medias as a breakthrough point. It makes a meticulous investigation on the effect of Ginsber beer brand. Combining the data of the investigation and the reality of enterprise, it carried on comparatively careful analysis to Ginsber beer brand, hoping it may have some help to the development the brand of Ginsber.