The Research On The Pechoin's Communication Strategy From The Perspective Of 4I Theory

With the continuous upgrading of China's consumption structure,consumers put forward higher requirements for the consumption of products and services.Domestic brands must meet people's higher levels of material and cultural needs,give full play to their leading role,promote the upgrade of supply structure and demand structure,and establish their own brands.Consumer confidence will better promote economic growth and healthy and sustainable development.The establishment of "Chinese Brand Day" is also a new signal.Under the new situation of "Chinese products to Chinese brands",it will create a good atmosphere for the development of domestic brands,build a platform,and increase the influence and recognition of independent brands.Baique Ling,a long-established domestic skincare brand,once led a generation of skincare trends,but it once declined.Through nostalgic emotional marketing and creative and clear entertainment marketing,it tried to rejuvenate with the brand concept.Taking Pechoin as the research object,it cuts in from the perspective of communication and analyzes the characteristics of its brand communication process in detail,showing from interpersonal communication to interactive communication,from traditional media to media fusion,from static structure to dynamic and static combination,from practical The doctrine developed to the dissemination feature of "content is king".In the era of mobile Internet,the innovation of media and various network applications has given consumers more autonomy,showing new changes to the brand's psychological cognition and contact behavior.According to the AISAS model,a questionnaire is used to investigate and analyze whether consumer behavior habits present new characteristics,consumers' media exposure,and consumers' brand awareness of Baique.Based on the research foundation of 4I theory,analyze the status of Baique's brand communication strategy.The Baique Ling brand attracts consumers' attention by creating interesting content,creating interesting experiences,and creating interesting products;satisfying consumers' individual demands through human-computer collaboration,cross-border joint cooperation,and star idol endorsements;by launching topic challenge contests and planning flashes Activities,with the help of H5 communication technology,enrich the interactive experience between brands and consumers;through the realization of product upgrades,the transmission of Chinese culture,donation of medical supplies,andestablish a sense of value identification with consumers.Pechoin regards consumer demand as the starting point and foothold of brand development.With Internet thinking,it has created a new image of the brand to a certain extent,but there are still some problems with its brand communication.The credibility of public relations due to weak crisis public relations ability is damaged and online activities are hot.However,the positioning of the brand image is unclear due to the low offline conversion rate and the changing image of the advertising characters.The future smart technology brings opportunities and challenges to the business model.Pechoin should seize the opportunities of the times,focus on brand promotion of value first,experience first,and concept first,establish long-term benign connections with consumers,and better adapt to business in the smart era.Environment,actively innovate and practice in brand communication,explore and contribute experience for the rejuvenation and development of Chinese national brands.