The Study On Diaopai's Brand Rejuvenation

Because of the brand image and communication strategy and other factors,brand development may lead to the aging of consumer groups and the solidification of brand image in its long run.With the rapid development of information technology and financial media era,if the enterprises want to survive in the rapid changing market environment and further develop,lasting vitality and sustainable of the brand,it must put the development strategy of the brand in an important position and pay attention to the brand construction of the young.As the most daily cosmetic products,it is closely contact with the mass products,in order to further attract a younger generation of target consumers,expand the brand influence and spread of its power,it need to adjust strategy,keep pace with the times,update the brand image,to upgrade the brand with the times in the new era more,the characteristics of the times,in order to coordinate and cognition among young consumers.The family has been dubbed the idea that Diaopai strategic adjustment in the new era,began to implement the brand rejuvenation strategy.In 80,90 of the new generation of the family,they most have only one child and their family's concept has changed,they need more equality,communication and mutual love and they need more emotional encouragement.After investigating the consumer insight in the overall,Diaopai adjust the marketing strategy,made a campaign of new family rules,refreshing its brand image.Based on the analysis of the current situation of the development of brand Diaopai,the thesis points out the problems it exists in the development process and the necessity of the brand rejuvenation,and relying on the brand rejuvenation's related theory,combined with the knowledge of advertising,communication,marketing and other knowledge,to analysis and research the brand rejuvenation strategy of Diaopai slightly,which want to explore the brand strategy adjustment and restructuring and upgrading of China's cosmetic products to enhance or reshape the enterprise brand image to provide a reference,and furthermore except that can provide suggestions for other cosmetic brands that need to brand rejuvenation,and provide some practical guidance expectations for the path of the development of brand rejuvenation.