创新扩散理论视角下横溪西瓜品牌传播

Research on Hengxi Watermelon Brand Communication from the Perspective of Innovation Diffusion Theory

以南京横溪西瓜的品牌传播发展为例,基于创新扩散理论视角,对横溪西瓜品牌传播的现状进行了分析,发现横溪西瓜品牌在创新扩散过程中存在缺乏传播渠道,品牌知名度较弱;缺乏核心竞争力,品牌识别度较弱;缺乏良性互动,品牌维护度较弱;缺少粉丝群体,品牌扩散度较弱等问题。从识别、营销、推广、维护的传播创新角度出发,针对上述问题提出了相关对策建议,主要包括:制造消费热点、树立品牌形象、利用新兴媒体、培育忠实客户的建议。

This paper takes the brand communication development of Nanjing Hengxi watermelon as an example.Based on the perspective of innovation diffusion theory,the status quo of hengxi watermelon brand communication is investigated and analyzed.It is found that hengxi watermelon brand lacks communication channels in the process of innovation diffusion and its brand awareness is weak.Lack of core competitiveness,weak brand recognition;Lack of positive interaction,weak brand maintenance;Lack of fan groups,weak brand diffusion and other problems.From the perspective of communication innovation of identification,marketing,promotion and maintenance,this paper puts forward relevant countermeasures and suggestions for the above problems,including:manufacturing consumption hot spots,establishing brand image,using new media and cultivating loyal customers.