新周期下的乳业营销推广

Marketing and Promotion of Dairy Industry in the New Cycle

2023年,中国乳业市场的竞争将更加激烈,乳品企业如何做好品牌营销推广,是决定其市场竞争力的关键能力。要想做好推广,首先是要遵循3个理念:一是用好自媒体,要发动企业的全体员工进行品牌营销工作的传播;二是做好跨界合作,使品牌能够更好地破圈,赢得更多人的认同;三是占领舆论制高点,让企业的品牌活动获得更大的声量,影响更多的人群。其次是要通过具体的推广方法来实现品牌的影响力建立,通过品牌活动公关化,形成品牌势能;通过品牌直播常态化,覆盖线上消费群体;通过品牌联名,提高品牌知名度;通过品牌活动公益化,体现品牌的社会责任;通过品牌赞助,提高品牌的声量;通过线上线下推广的有效结合,推广过程的数字化管理,提高品牌营销推广的效率。

In 2023,the competition in the Chinese dairy market will become more intense,and how dairy companies do a good job in brand marketing and promotion is the key ability to determine their market competitiveness.In order to do a good job in promotion,the first thing to follow is three concepts:the first is to make good use of self media and mobilize all employees of the enterprise to carry out brand marketing work dissemination.The second is to do a good job in cross-border cooperation,so that the brand can better break through the circle and win more people's recognition.The third is to occupy the commanding heights of public opinion,in order to gain greater visibility and influence more people in the brand activities of enterprises.Secondly,it is necessary to establish the brand's influence through specific promotion methods,and form brand potential through the public relations of brand activities.Normalize brand live streaming to cover online consumer groups.Enhance brand awareness through brand co branding.Reflect the brand's social responsibility through the public welfare of brand activities.Enhance brand reputation through brand sponsorship.By effectively combining online and offline promotion,digital management of the promotion process,the efficiency of brand marketing and promotion can be improved.