Open AccessResearch on Brand Communication and Promotion Countermeasures of YZ Supermarket
Author(s) -
Mengyao Zhang,
Hasliza Hassan,
Melissa Wendy Migin
Publication year - 2022
Publication title -
bcp business and management
Language(s) - English
Resource type - Journals
ISSN - 2692-6156
DOI - 10.54691/bcpbm.v18i.538
Subject(s) - business , brand awareness , research object , brand management , advertising , promotion (chess) , competition (biology) , marketing , sales promotion , object (grammar) , brand extension , marketing communication , computer science , ecology , business administration , sales management , artificial intelligence , politics , political science , law , biology
Due to the rapid development of economy and society, the living standard of residents has been continuously improved, and people's pursuit of life has been continuously improved. More and more brands are available for consumers to choose, and the competition among major brands is becoming more and more fierce. Making good use of brand communication and realizing the optimization and upgrading of brand communication effect has become more and more important in the brand development of retail industry. Taking YZ supermarket as the research object, this paper uses the methods of questionnaire, interview and literature research to study the problems existing in brand communication, and puts forward the corresponding improvement countermeasures. It is hoped that this study can help the supermarket brand communication and provide reference for the communication of other brands.