A Study On Milk Powder Brand Communication Strategy Of New Internet Era

With the continuous development of communication and Internet technology, especially the wide coverage of 3G networks, the extent of social digitization is deeply increased. One’s lifestyles and shopping behavior is indeed changing nowadays, a variety of new media has been rapidly developed which leads to the changing of the media environment. With the emerging new media, the brand communications tools in enterprises marketing field is undergoing a revolution. Meanwhile, an increasing number of companies realize that the effectiveness of traditional advertise is reducing gradually and it is unable to meet the needs of enterprises. How companies to adjust their media strategies, and to improve the efficiency and effectiveness by the use of new media, has become an important issue.Based on the theories of new media in the Internet era, this dissertation will deeply analyze the impact of new media development, and the changes it has brought to people’s lives. Meanwhile, by analyzing the present status and problems of media promotion in dairy enterprises, the thesis will provide suggestions and strategies for a reference. This dissertation will conduct systematic research analysis, empirical research and market research methods base on a typical case. Dairy products, especially milk powder industry will be used as a case to analyze the brand strategy and define the characteristics of the industry as to find the common problems in brand communication. Situation analysis and theoretical analysis method will be applied into the research process, following the logic of theory to practice, individual to general, to put forward a more positive, practicable, customer oriented communication strategies.This paper is divided into six chapters:the first two chapters mainly summarize on the development status of the new media and its impact on overall brand communication in our sections-literature review, comparison of new media and traditional media, the impact of new media on customer shopping behavior and brand communication environment and its characteristics. The third and fourth chapters is based on a case study of dairy milk brand, analyzes the status of the milk industry and the development of brand communication through empirical methods characteristics analysis, in-depth analysis of problems and causes in brand communication. The fifth chapter is based on a typical case study of the general strategy applied by some companies in the new media environment; propose strategies in brand communication for diary companies. The aim of this dissertation is to summarize a relatively precise, combined and interactive brand communication strategyfor the diary companies, to improve their abilities to adapt to the new media environment and meanwhile avoid the common problems.