In the era of experience economy, customers do not always focus on the functional attributes of goods or services, but pay more attention to experiences. Therefore, firms have to manage to offer their customers a uniq...In the era of experience economy, customers do not always focus on the functional attributes of goods or services, but pay more attention to experiences. Therefore, firms have to manage to offer their customers a unique, memorable and valuable experience actively in the process brand establishment. With the development of mobile Internet and the use of application （APP）, the brand communication among customers and providers has been strengthened. The research purpose is to help hotel marketers figure out how to implement brand communication with brand experience of APP for hotel. It is founded that sensory brand experience design and social brand experience all have positive influence on customer brand loyalty.展开更多
With the rapid development of new media technologies,especially the rise of short video platforms,brand communication strategies have undergone significant transformations.This study focuses on how short videos and th...With the rapid development of new media technologies,especially the rise of short video platforms,brand communication strategies have undergone significant transformations.This study focuses on how short videos and the influencer ecosystem redefine the interaction between brands and consumers in the new media environment,and fundamentally affect the methods of brand communication.Through an in-depth analysis of short video platforms and the influencer ecosystem,this paper proposes various innovative brand communication strategies adapted to the new media environment.It is found that utilizing the influencer ecosystem can not only enhance the brand's market sensitivity and consumer engagement but also greatly improve the efficiency and effectiveness of brand communication through data-driven content optimization.The results of this study provide theoretical and practical guidance for brands to formulate more effective market strategies in the age of new media.展开更多
This study focuses on the perspective of solar terms marketing to explore how Chinese culture empowers the transformation of the Liaoning Sea Cucumber marketing model.By exploring the cultural and social values of the...This study focuses on the perspective of solar terms marketing to explore how Chinese culture empowers the transformation of the Liaoning Sea Cucumber marketing model.By exploring the cultural and social values of the twenty-four solar terms,the paper reveals the potential role of this traditional element in modern marketing.Furthermore,this paper examines traditional industries,especially the challenges and opportunities of the sea cucumber industry,which is primarily based on offline sales,in digital transformation.Taking Liaoning Sea Cucumber as an example,it discusses how to leverage online marketing strategies,such as targeting the high-end market,catering to the trend of youthful consumption,and innovating industry models,to assist the industry in achieving digital upgrades in intense market competition.This not only provides practical references and strategic insights for the sea cucumber industry but also for the transformation of other traditional industries in the modern consumer environment.展开更多
文摘In the era of experience economy, customers do not always focus on the functional attributes of goods or services, but pay more attention to experiences. Therefore, firms have to manage to offer their customers a unique, memorable and valuable experience actively in the process brand establishment. With the development of mobile Internet and the use of application （APP）, the brand communication among customers and providers has been strengthened. The research purpose is to help hotel marketers figure out how to implement brand communication with brand experience of APP for hotel. It is founded that sensory brand experience design and social brand experience all have positive influence on customer brand loyalty.
文摘With the rapid development of new media technologies,especially the rise of short video platforms,brand communication strategies have undergone significant transformations.This study focuses on how short videos and the influencer ecosystem redefine the interaction between brands and consumers in the new media environment,and fundamentally affect the methods of brand communication.Through an in-depth analysis of short video platforms and the influencer ecosystem,this paper proposes various innovative brand communication strategies adapted to the new media environment.It is found that utilizing the influencer ecosystem can not only enhance the brand's market sensitivity and consumer engagement but also greatly improve the efficiency and effectiveness of brand communication through data-driven content optimization.The results of this study provide theoretical and practical guidance for brands to formulate more effective market strategies in the age of new media.
文摘This study focuses on the perspective of solar terms marketing to explore how Chinese culture empowers the transformation of the Liaoning Sea Cucumber marketing model.By exploring the cultural and social values of the twenty-four solar terms,the paper reveals the potential role of this traditional element in modern marketing.Furthermore,this paper examines traditional industries,especially the challenges and opportunities of the sea cucumber industry,which is primarily based on offline sales,in digital transformation.Taking Liaoning Sea Cucumber as an example,it discusses how to leverage online marketing strategies,such as targeting the high-end market,catering to the trend of youthful consumption,and innovating industry models,to assist the industry in achieving digital upgrades in intense market competition.This not only provides practical references and strategic insights for the sea cucumber industry but also for the transformation of other traditional industries in the modern consumer environment.
