Problems Existing In Yunnan’s Coffee Brand Management Based On Network User Comments And Countermeasures Therefor

This research aims at exploring whether network user comments can effectively provide a new thinking for brand management.The focus of this research is on discovering and solving problems existing in Yunnan’s coffee brand management.This holds vital practical significance to reshape the Yunnan’s coffee industry.Network user comments data are analyzed to identify the importance of data elements towards brand management.Relevant cases are chosen for analysis to reveal that the “piggybacking” strategy and the survival pricing are mainly attributable to Yunnan’s coffee brand management dilemmas.On that basis,the author proposes a set of brand management countermeasures that are applicable to Yunnan’s coffee brands.The countermeasures can offer effective solution plans to the aforesaid primary causes,and also furnish Yunnan’s coffee brands with feasible paths for their transformation and upgrade based on data elements.This research is devoted to investigating the correlation between network user comments and brand management.After that,solution plans are proposed for existing problems.Then,the product network user comments of different coffee brands is combined with the concept and model of the “Customer-Based Brand Equity”(CBBE)to expound on brand management methods applicable to Yunnan’s coffee brands at present.These research results are obtained from a big data of network user comments.Research suggests that,as a data element with business value,network user comments is helpful to effective strategic brand management.Adopting network user comments as the research object,this research analyzes how network user comments can improve brand management.Meanwhile,factors besetting Yunnan are discussed through case analysis.Following that,the industrial development status is combined to come up with countermeasures.Analysis of the correlation between network user comments and brand management can give a new research perspective to further exploration of how the two play a role in brand transformation and upgrade.