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. 63 , 28 December 2023
Open
Access | Article
Accurate Perception of Market Demand: A Solution to Homogeneous Marketing of Holiland
* Author to whom correspondence should be addressed.
Abstract
People live in the era of the internet, and information spreads rapidly. People's demands for quality of life are gradually increasing, and they are also paying more attention to product innovation in their diet. However, due to the targeted push of big data and fierce competition among brands, many brands have encountered the serious problem of product homogenization. This article takes Holiland as a case study to analyze its marketing strategy of breaking homogenization marketing and breaking away from traditional brands and becoming a trendsetter. Starting from a youth-oriented marketing model, create a brand image that young people love more. This study analyzes the current marketing model of the brand, providing some reference value for the future development of Holiland, and also providing suggestions for breaking the homogenization of marketing methods in the food industry. At the same time, the author provides two suggestions, namely, in terms of visual assets and localized products, both need to be refined.
Keywords
Holiland products, homogeneous marketing, single case analysis
References
1. Fu, T.Y., Huang, Z., Li, Y.Y. (2022) Research on Marketing Strategy of Holiland. PR Magazine, 13, 115-117.
2. Dongfang Wealth Network. (2023) July 27, 2023, https://emweb.securities.eastmoney.com/pc_hsf10/pages/index.html?type=web&code=SZ002729&color=b#/cwfx
3. Chen, C. (2018) Analysis of Brand Shaping Strategies in the Baking Industry - Taking Holiland as an Example. Today’s mass media, 26(06), 97-99.
4. Wang, Y. (2022) Research on the Transformation Path of Baking Brand Holiland in the New Consumer Era. Industrial Innovation, 03, 117-119.
5. Leechy. (2018) FOODDAILY, Holilai: On the road of brand rejuvenation, personality and aesthetics are both solutions and traps. July 27, 2023, https://www.foodaily.com/articles/28527
6. Cao, Y.Y. (2023) Holiland Brand Co-branding Marketing Strategy. Co-Operative Economy & Science, 19, 76-78.
7. Shen, F.Y. (2023) Analysis and Reflection on Brand Youth: Taking Holiland as an Example. Modern Marketing, 05, 45-47.
8. Xie, S.S. (2022) Holiland, Have You Really Mastered the" Youth "Password? International Brand Watch, 29, 59-61.
9. Xie, Y.N., Wang C.L. (2018) How can Event Organizers Use Visual Content to Attract Audiences? China Conference & Exhibition, 19, 54-56.
10. Sun, Y.C. (2018) Investigation and Research on the Development Strategy of Enterprise New Media Operation - Taking Haier New Media as an Example. Zhejiang University.
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-227-5
- ISBN (Online)
- 978-1-83558-228-2
- Published Date
- 28 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/63/20231402
- Copyright
- 28 December 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