Author(s)

Xinyu Zhang ¹, Jinyu Li ¹, Yuxin Ge ¹, Donglei Gu ¹, Yuxia Xi ¹, Bin He ¹, Liming Fei ²

Affiliation(s)

¹ Taizhou University, Taizhou, China
² Taizhou Meilanchun Winery Co., Ltd., Taizhou, China

Corresponding Author

Bin He

ABSTRACT

With the continuous development of Internet technology and new media platform, the brand marketing strategy of enterprises has ushered in unprecedented opportunities. At present, the liquor market is facing many challenges. In the context of new media, the traditional marketing methods can no longer meet the people's growing demand for beautiful consumption, and the single brand marketing strategy has been unable to adapt to the development of the new era. How to inject new vitality into brand marketing in the opportunities brought by the new media context, enhance brand awareness and reputation and increase customer loyalty is an important topic in the development process of Meilanchun liquor industry. According to the existing brand marketing situation of Meilanchun liquor industry, this paper analyzes the marketing problems of Meilanchun brand, and puts forward the brand marketing optimization strategy of Meilanchun liquor industry in the context of new media, aiming to help the sustainable development of Meilanchun liquor industry.

KEYWORDS

New media context; Meilanchun; Brand marketing; Optimization strategy

CITE THIS PAPER

Xinyu Zhang, Jinyu Li, Yuxin Ge, Donglei Gu, Yuxia Xi, Bin He, Liming Fei, Research on Brand Marketing Strategy of Meilanchun Liquor Industry in the Context of New Media. Accounting and Corporate Management (2025) Vol. 7: 117-123. DOI: http://dx.doi.org/10.23977/acccm.2025.070117.

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