Research On Marketing Strategy Of Bee Brand Company Based On AISAS Model

The development of the Internet and the arrival of the new media age have changed the information acquisition mode and the consumption behavior pattern of the public.In the network age,the consumer's consumer behavior model is gradually changing from the traditional ADMA(Attention,Interest,Desire,Memory,Action)mode to the ASAS(Attention,Interest,Search,Action,Share)mode with distinct network characteristics.in AISAS In the model,the audience is followed by a search and a share after the purchase behavior is generated.In the network age,the information of the enterprise is relatively open,and the network platform provides a good channel for brand consumers to share the brand experience.Because in the present market environment,the brand selection space of the consumer is large,and the brand selection is based on a more balanced information of the information.Therefore,at the time of the network,the marketing communication of the brand is the combination of the brand notification and the brand persuasion,through the traditional advertising and other marketing modes,the purpose of the brand notification is reached,and the audience is happy with th e brand When they are interested,they will consciously search the network for more brand information,so as to provide sufficient information support for their brand purchase behavior,and will share their feelings and experiences in the circle of friends and time and space after the purchase process,thus affecting the attention and interest of more people.In this paper,based on the theoretical basis of the ASAS model at home and abroad,based on the case of the Shanghai bee company,the present situati on of the Company's marketing in Shanghai and the internal and external environment of the company's marketing are analyzed,and the IP(original intended intellectual property)of the brand communication marketing of the Shanghai bee company is constructe d based on the ASAS theory.The four modernizations of the new marketing of the core,the product content,the brand personification,the selling of the community and the user's fans are introduced as the core,the product content,the brand personificatio n,the selling of the community and the user's fans.Based on the theory of communication and marketing,this paper is based on the theory of communication and marketing,Based on the analysis of marketing situation and consumer behavior pattern,the complicated process of enterprise brand marketing is modelled and systematized,which is helpful to deepen the understanding of bee company marketing mode and guide the practice of enterprises on the basis of quantitative literature and case collection,induction,synthesis,extraction,and based on the analysis of marketing situation and consumer behavior pattern.