Research On Brand Rejuvenation Strategy Of Nongfu Spring In The Mobile Internet Era

Over the years,brand communication has changed with the technology development and changes in consumer characteristics.The rapid development of mobile Internet technology has affected and changed the marketing environment.Meanwhile,consumer market is constantly subdivided,and the medias for consumers are increasingly diversified and fragmented.So it is hard to attain the approval of the changing customer group for enterprises if they are boxed in the traditional marketing methods.To adapt the increasingly younger consumer base,both traditional and emerging enterprises start exploring the marketing methods to present a younger brand.The researching object of this thesis is Nongfu Spring.Established in 1996 in Hangzhou,Nongfu Spring is one of China's leading bottled water supplier.Recent years,it has made remarkable achievements in present brand rejuvenation,and takes the lead in the marketing methods exploration.Therefore,this case is of research value and practical significance.This thesis analyzes the changes of the macro marketing environment and consumer behavior characteristics,and uses the SICAS model and SWOT analysis to discuss the necessity of building a younger brand.Secondly,based on the knowledge of communications studies,advertisement science,and marketing,this thesis integrates the 4I theory and analyzes the brand strategy of Nongfu Spring from the perspectives of brand positioning,brand image,and brand spread.To position its brand,Nongfu Spring aims to younger customer base and product positioning.To build its brand image,Nongfu Spring puts efforts in brand concept,product packaging,and brand spokesman.To finally presents its new brand,Nongfu Spring adopts comprehensive marketing methods.Besides,this thesis uses SICAS model to analyze the questionnaire of it's communicating effect.In the end,the thesis summarizes Nongfu Spring's brand rejuvenation building strategy,and analyzes its referential value to guide other beverage enterprises' brand building activities.