A Study On The Brand Communication Of Mijiashan Lily

Lanzhou lily is the characteristics of agricultural products in the northwest region,and a regional brand has greater influence.Mijiashan lily as an enterprise brand under the Lanzhou lily regional brand,must consider how to deal the relationship with the regional brand,with the influence of regional brands to grow themselves.And must consider how to make the brand communication in the context of the e-commerce and social media,to make the enterprise win in the fierce brand competition,improve the brand and even Lanzhou lily brand influence.Based on the theory and research of brand communication and specialty products,this paper uses literature research and interview method to analyze the brand communication situation and the brand of rice Communication strategy,and summarizes the successes and limitations of the brand transmission of Mijiashan lily.On this basis,the author puts forward some suggestions on the future development of Mijiashan lily,so as to provide reference for the development of brand of similar specialty enterprises.This paper first introduces the overall development of lily industry in Lanzhou,summarizes the development course of Lanzhou lily industry in stages,analyzes the current role of Lanzhou Lily as a regional brand,and carries on several enterprise brands under Lanzhou lily brand coverage Brief comparative analysis.Secondly,it introduces the development of the enterprise of MIjiashan lily,shows the development process of the enterprise,and evaluates the current situation faced by the enterprise through SWOT analysis.At the same time,this paper analyzes the present situation of the brand communication of Mijiashan Lily,makes a detailed analysis of its overall brand strategy and specific brand communication strategy.Finally,it summarizes the achievements and limitations of the current brand communication of Mijiashan lily,and provides three suggestions for its future brand development: one is to pay attention to social media,carry out community communication,the second is the fashion transmission,advancing with the times,The third is standing on the shoulders of regional brands to develop the enterprise brand.