Guide E-commerce "SMZDM", Brand Communication Strategy Research

In 2011,Beijing Value To Buy Technology Co.,Ltd.was established;on July 5,2019,Beijing "SMZDM"(acronym for Chinese "what is worth buying")was listed on the GEM of Shenzhen Stock Exchange."SMZDM" after "10 years of grinding sword",always keeping the original aspiration and maintaining stable development,has become a leader in the shopping guide e-commerce industry.However,as the market gradually saturated and the cost of customer acquisition soared,how to develop an effective brand communication strategy is an important topic to be studied in its deep shopping guide e-commerce.The research objected of this paper is "SMZDM".The research content studies the brand communication strategy from the positioning strategy,content strategy,channel strategy and terminal experience strategy.At the same time,it analyzes the problems existing in the brand communication of the research object,and gives corresponding suggestions.The research methods adopted in this article mainly include literature research,survey questionnaire,semi-structured interview,and direct observation.At the same time,it adopts the research paradigm of brand communication,marketing and other disciplines.This paper first expounds the concepts of brand communication and shopping guide e-commerce.Secondly,this article sorts out the three stages of development of "SMZDM".Thirdly,this article analyzes the brand communication strategy of the research object,and analyzes the brand positioning strategy,communication content strategy,communication channel strategy,communication mode strategy and terminal communication strategy of the research object.At the level of brand positioning strategy,it forms a distinct brand image through clear functional positioning and user positioning.At the level of brand communication content strategy,through brand identification,brand concept,brand activities and brand slogan,further strengthen the brand image and build the brand "visual hammer".At the brand communication channel level,through self-built entrances and with the help of short video platforms and social media,multi-channel deployment is carried out to increase brand exposure.At the level of brand communication strategy,brand trust and brand reputation are enhanced through opinion leaders,public relations activities and community communication to improve the brand image and enhance users’ favorable impression of the brand.At the level of brand terminal experience communication strategy,through scenario-based page optimization,continuous algorithm technology support,users’ shopping visual experience optimization,and online sharing community creation was put forward to increase users’ satisfaction with the use of the terminal products of the research object.Fourthly,the brand communication effects of the research object is analyzed through the literature research method,questionnaire method,semi-structured interview method and direct observation method.Finally,through the research on the brand communication of the research object,the existing problems and optimization suggestions of the brand communication of the research objects are put forward to provide reference for the shopping guide e-commerce and the brand communication of the research objects.