新媒体时代企业品牌战略优化对策研究——以茶饮品牌“蜜雪冰城”为例

Research on the Strategy Optimization of Enterprise Brand in New Media Era:A Case Study of Tea Brand Mixuebingcheng

新媒体的不断涌现为企业建立品牌战略提供了新思路。以茶饮品牌“蜜雪冰城”为例,围绕新媒体对品牌知名度、品牌认同度、品牌联想度和品牌忠诚度四个维度的影响进行分析,在此基础上提出新媒体时代企业品牌战略优化的对策建议,包括企业应根据产品定位选取合适的新媒体平台、成立专门媒体运营团队、有效利用直播平台以及提升品牌保护意识等。

The emergence of new media provides new ideas for enterprises to establish brand strategy. Taking the tea brand Mixuebingcheng as an example, the study analyzes the influence of new media on brand awareness, brand recognition, brand association and brand loyalty, and puts forward countermeasures and suggestions for brand strategy optimization of enterprises in the new media era.According to product positioning, the enterprises should select appropriate new media platforms, set up specialized media operation teams,make effective use of live broadcasting platforms and enhance brand protection awareness.