Research On Joybo's Brand Building Strategy In Digital Marketing Era

From the past to the present,the environment that all brands are facing is constantly changing.Technology makes people connect with information more and more.The traditional marketing methods have been greatly subverted and impacted.The digital marketing methods which emphasis on interactivity,initiative and autonomy,center on the individualized and fragmented needs of consumers,have become the mainstream of the era.When Joybo officially launched on the market in 2012,it received great attention from the market.In four years,its sales amounted to 400 million,and became a synonym for young liquor.Joybo is an outstanding internet brand born in the era of digital marketing,it is greatly different from the traditional liquor brands on brand position,target market selection and marketing.Therefore,to explore the brand building methods of Joybo has representative meaning.This article takes Joybo as the main research object.Starting from the consumer's point of view,I sum up the law of brand building in the era of digital marketing,and combine it with the traditional liquor brand building methods,and then discover problems in the process of brand building,sum up the brand building strategies which are supplemented with useful strategies to build a process and strategy system for liquor brand building.Firstly,I will use the literature research methods,comparative research methods,to sum up Joybo's brand development status.Secondly,I will use In-depth interview method,literature research method,and comparative study method,from the perspective of consumer and brand value,to find the problems of Joybo,which including low brand awareness,insufficient brand value support,target customers have a weak brand awareness and limited brand radiation.Finally,I propose strategies for Joybo's current problems:First,strengthen its brand awareness through multi-channels to strengthen brand penetration,continue to create hot spots to maintain brand popularity;Second,enhance brand value support through strengthening product quality management,build anti-counterfeiting system,and enhance corporate social image.Third,strengthen brand and consumer in-depth communication by increasing offline activity coverage and online activity interaction.Fourth,adjust the brand strategic planning through focusing on and expanding the northern market,using the big data to reach target customers,implement precision marketing.