A Study On The Brand In-depth Communication Strategy Of Tsingtao Beer

With the increasingly fierce market competition, companies have attached greatimportance to brand building, brand equity continues to increase. However, some ofthe high value of the assets of the enterprise brand does not reflect marketcompetitiveness to match the value of its brand in the market competition. In the beerindustry, as China’s beer industry leader, Tsingtao beer is a century-old brandenterprise, has more profound connotation of the brand and the industry’s first brandassets. while in front of the competition, Tsingtao beer is not well to convert thisbrand charm to market competitiveness. Although brand investment increasing,Tsingtao beer still face high reputation low competitiveness, consumers decreased,dull market development issues. As the shape of Tsingtao beer brand connotation ismore healthy, in the face of Tsingtao beer brands development dilemma such as highreputation and low competitiveness, we need to study from the Angle of propagation,corresponding strategies to improve the Tsingtao beer brand competitiveness.How to use the Brand in-depth communication strategy to change the plight ofTsingtao beer brand development is the focus of this study. This paper analyzes theTsingtao brand marketing environment, by the use of case studies and qualitativeanalysis,to find out the problems of brand development; by analyzing the media,consumer changes and current mode of transmission, the conclusion based on thetheory of brand communication, brand spreading way and means of innovation,proposed the concept of the Brand in-depth communication. With the rapiddevelopment of new media technology, new media has penetrated into the lives ofconsumers, greatly impact the status of traditional media. Because of thefragmentation of the media presents trends, consumer attention is scarce, the mediaenvironment and habits are changing, brand communication means and methods needinnovation, the concept of the brand in-depth communication arises at the historicmoment. The key of this theory is to using the new media, especially social media,under the guidance of the core value of brand, integrated media and communicationmeans, let the audience to participate in interaction, participation, communication,improve the relations between brands and consumers, improve brand loyalty andaffinity. In this paper, starting from the actual brand communication of Tsingtao beer, wemake the depth of the brand communication strategy of cultural driving, heart,participation, social media strategy, integration strategy. And this is trying to solve theTsingtao beer brand development plight. Tsingtao beer brand depth as a link to thebrand culture and values establish solid relationship with consumers, integration ofthe chain of transmission resources, use of social media platform, will be emotional,entertainment, and passed to the audience, the spread of personalized content out tothe hearts of the audience to the enterprise brand space, guides them to activecommunication and interactive communication, and then feel the brand personalityand value, struck a chord with their identity and, realize the audience’s psychologicaldemand satisfaction. Finally, Tsingtao beer can break the current brand developmentdilemma, play a century brand strength, took to the brands drive the development ofthe fast lane.This article from the perspective of brand communication studies how to changethe plight of Tsingtao beer brand development through innovative brandcommunication methods and strategies, really play the brand competitiveness ofTsingtao beer under the high reputation. The innovation proposed in this paper is theconcept of the Brand in-depth communication. And apply theory and strategy to brandcommunication of Tsingtao beer to solve the problem of brand development.It notonly enrich the theory of brand communication but also the strategy and experiencewill offer effective reference for other enterprise’s brand development. Especially forhigh brand value-the low competitiveness of enterprise, through the depth of thebrand, let the brand in the consumer heart, build brand and audience intimaterelationship, better play to the brand strength, the power market competition of theenterprise.