| With the development of society and people’s living standards,pure material enjoyment is insufficient to meet the increasing spiritual needs of consumers.Brand culture can help brands build brand image,enhance consumer brand experience and make products stand out in the same category.This study takes the Jiang Xiao Bai brand as a research case,and analyzes the contents published in Weibo and WeChat to extract the core meaning and subsidiary significance of Jiang Xiao Bai ’s brand culture.At the same time,it analyzes the content released by brand’s consumers in Weibo,WeChat and Douyin,and seeks consumers’ meaning construction and self-identity for the brand culture.Through interviews and textual reading,the "meaning interaction" between the brand and consumers and the structure of the cultural significance of this brand were jointly clarified.When Jiang Xiao Bai branded the brand culture,the cultural significance of its brand was more clear,and the core meaning and subsidiary significance were the relationship.In the consumer’s brand culture construction of Jiang Xiao Bai,the meaning released by consumers is more scattered,and some contents have no obvious meaning.By accepting the connotation of Jiang Xiao Bai’s brand culture,consumers will generate identity and confirm “who am I”.At the same time,consumers have also released new meaning for Jiang Xiao Bai’s brand culture in a variety of ways.At the same time,brand also accepts consumers’ culture meaning,and brand renews and enriches the connotation of Jiang Xiao Bai’s brand culture by this way,which keeps Jiang Xiao Bai’s brand culture alive.Due to the change of consumers’ age and consumption habits,Jiang Xiao Bai faces with the choice of finding new consumer groups and maintaining existing consumer groups,but both of them have conflicts with original brand.In order to improve its sales volume,Jiang Xiao Bai needs to improve product quality and makes a balance between culture and quality.This research aims to summarize the structure of Jiang Xiao Bai’s brand culture and propose suggestions for the further development of Jiang Xiao Bai’s brand to help them improve the brand culture.It also makes us better understand the brand culture and brand marketing issues in the context of new media. |
