Research On The Brand Marketing Strategy Of BS Condiments In The New Media Era

With the progress of the times,people’s demand for "eat enough" has gradually decreased,meanwhile they have paid more attention to the demand for "eat well".At the same time,consumers’ requirements for the brand and quality of products are also increasing.With the rapid development of today’s Internet economy,the era of omnimedia marketing has arrived,and the brand competition among enterprises has become increasingly fierce.Some excellent brands can gain a competitive advantage by raising prices and offering moreproducts,but somesmall localbrands areunabletocompetewith largenationalbrands,so they arefacing thefateofbeingeliminated.In this thesis,BS Condiments Company is used as the research object,based on the fact that BS Condiments Company is a local spice company.Through various research methods,including literature review,field research,and questionnaire survey,we can better understand the current situation of the company.Through SWOT analysis and PEST analysis,we analyzed the marketing situation of the company and studied the habits,preferences and characteristics of consumers.It is concluded that the newmedia brand marketing strategy of BS Condiments Company has the problems of unclear brand positioning,low degree of brand personalization,insufficient brand publicity,brand value to be improved,and imperfect brand sales channels.A comprehensive and feasible brand marketing strategy under new media conditions is proposed for BSCondiments Company,andfinally,safeguards areproposedfromfive aspects:product,channel,price,communicationandhumanresources.By studying the brand marketing strategy of BS Condiments,this thesis hopes to enhance the brand image of BS Condiments Company with the help of new media in order to attract more customers and gain more market share in the context of the increasingly mature operation of online technology.The research in this thesis can also provide valuable suggestions for BS Condiments Company in order to stimulate the development andgrowthoflocalbrands in Binzhou.