Analysis On The Application Of Scence Marketing Communication Strategy Of Low-alcohol Brands In Social Media

This paper takes the scene marketing communication activities of low-alcohol brands on social media as the research object.The article mainly adopts the in-depth interview method and content analysis method.It focuses on investigating and analysing the consumer performance of low alcohol brands,and the scenario marketing communication strategies embedded in the content published by the official accounts of low alcohol brands.RIO,Berry Sweetheart and Jiangxiaobaimeiganjiu were selected because of their active scene marketing communication and powerful innovation.Samples were taken from the three low-alcohol brands.Combined with the investigation and research of users in in-depth interviews,it focuses on three parts.Firstly,the characteristics of current scene construction of low-alcohol brands were explored.Secondly,it focuses the application of scene marketing communication strategy of low alcohol brand.The third point is the deficiency of scene marketing strategy in execution.This paper is divided into three parts.The introduction part explains the research background,research methods and ideas,literature review,the innovation points and shortcomings of the research.The research methods are case comparison,literature research,text analysis and in-depth interview.In the text analysis research design,ICA framework model is used to construct and analyze the class purpose of the collected samples.The first chapter introduces the theoretical basis used in this paper,and introduces the related concepts of low-alcohol wine and its communication subjects in social media: brand official accounts,star Kols,peripheral Kols and key opinion consumers.The second chapter analyzes the application status of scene marketing communication strategies of three brands in social media.This part analysesthe application characteristics of scene marketing communication strategies in social media,and the application of scene marketing communication strategies in the process of community connection and brand communication.Chapter three summarizes the shortcomings of scene marketing communication strategies in social media.Last but not least,some suggestions were given out.Through analysis and summary,it can be found that in order to get rid of the limitations brought by the low-link scenario,low-alcohol brands have made great efforts in subdividing the product usage scenario,changing the product packaging and taste,and promoting the expansion of the product usage scenario.However,there are still some deficiencies in the implementation of scene marketing communication strategy,such as overall positioning deviation,weak user stickiness and single way of scene extension.