Activation Of YY Dairy Brand From The Perspective Of Brand Experience Operational Research

With the continuous changes of the times,the regional time-honored brands,relying on their unique ingenuity and skills,carry the memory of an era and a city.However,with the arrival of the era of experiential economy and the rise of emerging brands in the same industry,time-honored brands are facing a series of problems in brand building.As a well-known time-honored dairy brand in Anhui Province,YY Dairy has 66 years of experience in professional dairy farming and dairy production.With the continuous development of dairy industry,YY Dairy actively explored new development paths in the development process,and introduced the concept of brand experience into dairy production and sales,such as the opening of YY leisure farm.However,there are still a series of brand aging problems such as lack of experience and slow innovation.This paper takes YY Dairy as the research object.After careful investigation and analysis of the current brand marketing situation of the enterprise,it summarizes the aging problems existing in YY Dairy,analyzes the causes of the problems,and puts forward activation strategies based on the perspective of brand experience in combination with the actual situation of the enterprise.First of all,this paper uses the method of literature research to make a detailed statement of the theory of time-honored brand,brand activation and brand experience.Secondly,it introduces the brand overview of YY Dairy,and introduces the brand status of YY Dairy from three aspects: product and technology,consumer market,and marketing communication.Through questionnaires and interviews,it analyzes the phenomenon and causes of the aging of YY Dairy brand.Then,from the four perspectives of sense,emotion,thinking and behavior,it proposes the activation strategy to enhance the brand experience sense,and at the same time,it proposes the safeguard measures for brand activation from three aspects of brand innovation awareness,development strategy and team building.Finally,in the part of main contributions and prospects,it briefly summarizes the main contributions of this article,explains the deficiencies in the research process,and looks forward to the future research direction of local time-honored dairy enterprises.