浅析卫龙借势营销策略

Analysis on Weilong's Occasion-based Marketing Strategy

新媒体环境下,卫龙通过产品的革新与表达方式的改变,实现品牌形象重塑。卫龙精准定位市场,针对消费者偏好重新定义产品品类,形成了以调味面制品为主要产品的五大类产品结构。在营销方面,卫龙形成了自己的传播矩阵,以微博为主要营销平台,以天猫旗舰店、官网为辅,通过借人、借事、借时一系列借势营销活动,与消费者建立紧密互动,扩大品牌知名度,展现品牌个性,传递品牌社会责任感。

In the new media,Weilong can reshape its brand image through product innovation and changes in the way of expression.Weilong accurately locates the market,redefines product categories according to consumer preferences,and forms five categories of product structure with seasoning noodle products as the main products.In terms of marketing,Weilong has formed its own communication matrix,taking Weibo as the main marketing platform,supplemented by Tmall’s flagship store and official website,and establishing close interaction with consumers through a series of borrowing marketing activities,expanding brand awareness,showing brand personality,and conveying brand social responsibility.