新媒体变革下南方黑芝麻集团的品牌传播分析

Analysis on the Brand Communication of Nanfang Black Sesame Group under the Background of New Media Reform

文章通过梳理南方黑芝麻集团历年的品牌传播策略,结合南方黑芝麻集团的不同时期、不同传播渠道的品牌实践进行分析。发现以"一股浓香,一缕温暖"的品牌核心理念打造的南方黑芝麻集团,依然拥有较好的品牌企业形象和较高的品牌识别度。但在新媒体渠道下,存在着品牌定位不稳定、新媒体渠道品牌营销模式不明确,品牌危机公关意识不强,品牌传播方式创新乏力等问题。因此,文章认为南方黑芝麻需要认清自身品牌传播的优缺点,打造新媒体矩阵,迅速占领新兴消费者群体。在制定长远的品牌发展计划上强调新媒体传播渠道的重要性,投入新渠道增强品牌曝光率,同时塑造良好的企业文化,优化品牌管理和完善品牌的危机公关,重新唤起品牌记忆和拓宽品牌影响力。

This paper analyzes the brand communication strategy of the Black Sesame Group in the past years,and discusses the brand practice of different periods and different communication channels of the Black Sesame Group.The results show that Nanfang Black Sesame Group which brand calls for aroma and warm still has preferable brand image and strong brand recognition.However,there are some problems such as unstable brand positioning,undefined brand marketing model of new media channels,week Awareness of brand crisis public relations and outdated brand communication mode in new media ways.Therefore,it is believed that Nanfang Black Sesame Group is supposed to recognize merit and demerit of brand communication and creating new media matrix,occupying newly-developing consumer group.During making long-term brand development plan,the importance of new media channels are emphasized.By enhancing brand exposure of new channel,forming favourable enterprise culture,optimizing brand management and updating brand crisis public relations at the same time.It is good for arousing brand memory and expanding brand influence.