基于豆瓣社交网站的果汁品牌传播策略分析

Fruit Beverage Brands Communication Strategies Research Based on Douban Social Media

豆瓣社交网作为国内知名度较高的社交网站(SNS),其用户数量较大且用户接触率较高,在品牌营销传播方面具有独特的优势和潜力。本文以果汁饮料品牌为例,对福州大学生在豆瓣社交网络上对于果汁饮料品牌和产品的接触情况进行调查分析,研究豆瓣平台的特点,结合案例分析为果汁饮料企业在豆瓣平台进行品牌传播的策略提出建议。

As one of the representative cultural SNS with strong characteristics in China,Douban enjoys a relatively large number of users with high contact,and boasts unique superiority and potential in brands marketing and promotion. This paper,by taking brands of fruit and vegetable beverage as example,investigates,analyzes and summarizes the situation how college students in Fuzhou come into contacting with the brands in Douban SNS,conducts a feasibility on the basis of the analysis and research on the features of Douban platform,and thereby puts forward suggestions for the strategies used by the enterprises of the brands to promote the brands in Douban through case analysis.