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创意传播管理视角下蜜雪冰城的品牌策略研究

Study on the Brand Strategy of MIXUE Ice Cream&Tea from the Perspective of Creative Communication Management
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摘要 在强调以扩大内需和提升消费拉动经济增长的当下,分析我国持续走高的新式茶饮市场具有较强的现实意义。本文选取蜜雪冰城为研究对象,在创意传播管理的理论框架下,通过案例分析与深度访谈,分析其具体的品牌传播实践。研究发现,蜜雪冰城通过整合线上线下渠道,深耕下沉市场,促进生活者的参与和沉浸;部分沟通元演变为“网络热梗”后被生活者自发传播,经“造梗—玩梗—刷梗”实现协同创意;而生活者基于需求满足,最终建立品牌忠诚度。研究建议,蜜雪冰城通过跨界联名营销,厚植文化底蕴,以及拓展协同创意形式,充分调动生活者自发参与创意传播,同时完善危机公关机制,将传播管理贯穿始终。 At a time when it is emphasized that economic growth is driven by expanding domestic demand and enhancing consumption,it is of strong practical significance to analyze Chinese new style tea drink market,which continues to rise.This paper selects MIXUE Ice Cream&Tea as the research object,and analyzes its specific brand communication practices through case studies and in-depth interviews under the theoretical framework of creative communication management.It is found that MIXUE Ice Cream&Tea deeply cultivates the sinking market by integrating online and offline channels,and promotes the participation and immersion of the consumers.Some of the communication elements are evolved into"meme"and then spontaneously disseminated by the consumers,and the collaborative creativity is realized through the link of"making meme—playing with meme—spreading meme".The study suggests that MIXUE Ice Cream&Tea should implement cross-border co-branding marketing,cultivate its cultural heritage,and expand the forms of collaborative creativity to fully mobilize the spontaneous participation of consumers in creative communication,and at the same time,improve the crisis public relations mechanism,so that the communication management can be carried out throughout the whole process.
作者 田园 沈虹 Shen Hong;Tian Yuan(Journalism and Communication School,Minzu University of China,Beijing,100872)
出处 《现代广告》 2024年第6期54-64,共11页 Modern Advertising
关键词 创意传播管理 协同创意 沟通元 蜜雪冰城 Creative Communication Management Collaborative Creativity Meme MIXUE Ice Cream&Tea
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