SHS Web Conf.
Volume 165, 2023The 2nd International Conference on Creative Industries and Knowledge Economy (CIKE 2023)
|Number of page(s)||6|
|Section||Creative Industry Development and Brand Management|
|Published online||03 May 2023|
Research on post-epidemic brand co-branding based on big data -- take Zhouheiya store as an example
1 College of Art and Design, Hubei University of Technology, Wuhan, China
2 College of Art and Design, Hubei University of Technology, Wuhan, China
2020 is bound to be a difficult year. The rapid spread of COVID-19 has had a huge impact on public life, public health and even the entire industry. But at the same time, online services are also on the rise. As the most active marketing method in the Internet era, brand co-branding still played a role during the epidemic. At present, China has achieved phased victory in the epidemic prevention campaign, and we have also ushered in the post-epidemic era of small-scale outbreaks. Many brands in the post-epidemic era, as the main victims of the epidemic, are also constantly exploring new ways of brand co-branding. In this case, in order to find a new method for the brand co-branding of Zhouheiyadian in Wuhan in the new era, the author will analyze the factors that affect the development of the regional brand co-branding of Zhouheiyadian in the form of big data and questionnaires: first, analyze the factors, classifications and policies that affect the regional brand from the four aspects of packaging, brand, marketing and service, and put forward suggestions; Secondly, it analyzes the factors that affect regional brands, and puts forward suggestions from three aspects: convenience of purchase, reputation and selectivity; The third is to analyze the factors affecting regional brands from three aspects of purchase price, brand and publicity mode, and put forward suggestions to find brand co-branding forms suitable for the post-epidemic era.
© The Authors, published by EDP Sciences, 2023
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