Gucheng Lake Crab,Gaochun District,Nanjing City Brand Communication Program From The Second Half Of 2017 To The First Half Of 2018

Recently,crab products have been favored by many consumers.At the same time,the crab industry has problems with many brands and different brand awareness.Some late-developed crab brands have relatively low influence but no lack of quality.This article will conduct a series of research on the typical representative-Gucheng Lake crab brand,and develop an integrated marketing communication program.This program is based on field surveys,online surveys,in-depth interviews and other forms to understand the current status of the Gucheng Lake crab brand and formulate an integrated marketing communication plan for Gucheng Lake crabs from 2017 to 2018.The contents mainly include:using Potter's five force model and SCP theoretical model to analyze the current status of the crab industry;in the brand publicity,give and emphasize the "home culture" attribute of Gucheng Lake crab,with warm and feelings as the main tone,and propaganda channels will be The establishment of traditional media and new media dissemination matrix for three-dimensional dissemination;in the target audience,the program refers to research data such as McKinsey,Ali Research,etc.,and targets women in the middle-class family structure as the main target for the spread of men,children and the elderly.among them.One of the innovations of this program is to position the brand in "safe crabs for family members".Unlike other brands,the Crab has its main taste.For the first time,it proposes the concept of crabs eaten by the family,combining the people-friendly line,and creating brands to eat and eat healthy and other characteristics;The second is the combination of crab and beauty in the promotion of the brand.It is the first to propose the concept of a crab town.To sum up,the project is dedicated to enhancing Gucheng Lake brand reputation,popularity,establishing a clear brand image and providing reference for such brands,and promoting the diversification and balanced development of the crab brand.In addition,the question that needs to be considered in the follow-up of this plan is how to use VR technology,big data,cloud computing and other advanced technologies to expand brand influence and achieve accurate marketing.