Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Series Vol. 58 , 20 November 2023


Open Access | Article

Research on the Advertising Marketing Strategy of Lao Gan Ma

Yishen Shi * 1
1 Shanghai United International School Jiaoke Campus

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 58, 154-161
Published 20 November 2023. © 20 November 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Yishen Shi. Research on the Advertising Marketing Strategy of Lao Gan Ma. AEMPS (2023) Vol. 58: 154-161.

Abstract

With the development of technology, modern people gradually become more reliant on their electronic devices, which directly strengthens the function of advertisements because of their rapid spreading speed. Most companies are trying to make better advertisements. Among those companies, one of them has become outstanding. That is Lao Gan Ma, an old chili sauce company that never published any advertisement in its first 23 years. For this traditional brand, transforming its brand communication is the only way to develop better in the future. After all, enterprises that want to develop must rely on the Internet and even integrate Internet thinking into all aspects of the enterprise. With such a premise, that is, how to use the advantages of the Internet to achieve the transformation of Lao Gan Ma brand communication, it is worth studying. As a classic and representative traditional brand, Lao Gan Ma must find out its problems in brand communication and correct them to bring better benefits to its brand and enlighten other traditional brands. Although Lao Gan Ma is a classical brand, it still has many problems, including relying too much on traditional and ineffective advertising channels. Hoping the analysis in the essay can help it to solve those troubles and become a strong leader of spicy sauce again.

Keywords

Lao Gan Ma, advertising strategy, current market, suggestions

References

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
ISBN (Print)
978-1-83558-207-7
ISBN (Online)
978-1-83558-208-4
Published Date
20 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
Copyright
20 November 2023
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated