商务传媒学院知识库

摘要

农夫山泉自1996年创办以来，从品牌定位的角度出发，通过传播策略的转变、创新产品包装、丰富内容主题、并通过高质量的广告宣传片吸引消费者的关注。对于品牌建设而言，传播是打造品牌的重要途径，好的品牌传播策略可以快速提升知名度。随着数字化技术的迅速发展，品牌传播环境和消费市场都发生巨大的变化，新型的媒介形式不断影响着消费市场,竞争品牌层出不穷，显然传统的模式很难吸引消费者。品牌传播，从品牌传播风格、文字及视觉都要进行考虑。因此，品牌需要展现出与年轻一代交流的态度，通过极具共鸣的方式，从产品创新到视觉设计，让品牌真正做到焕然一新。在生活中，人们喜欢和有思想的人共处，消费时，人们也愿意选择有思想的品牌。然而，任何产品都有一定的生命周期，只有紧跟时代步伐，保持着品牌的活力，才能让品牌绽放最美的光彩，发挥不可替代的影响力。

本文以农夫山泉为研究对象，农夫山泉始终将目光聚焦于消费者，通过不断更新产品种类、创新传播形式、利用创意广告、明确全媒体传播策略等使品牌充满活力。农夫山泉在传播内容方面有着自己的独到之处，通过创意传播多次收获大量关注。农夫山泉的广告选择水源地进行多角度拍摄，广告以生灵动物和大自然为主角，受到无数年轻受众的喜爱。好的产品不仅需要满足受众的不同需求，更要真正体现自身的价值。通过创意的艺术表达，让饮料不单单是解渴的必需品，而是一种故事的传递，一种审美的延续，这样的产品才能经受住时间的考验，承载住一代又一代产品的价值。农夫山泉从初创到现今，已经成为独树一帜的品牌，也在逐步探索的过程中找到了一条适合自身发展的道路。同时，对农夫山泉年轻化传播策略进行具体归纳和总结，以期为我国其他饮料快消品牌的年轻化建设提供借鉴。

Nongfu spring since founded in 1996, from the perspective of brand positioning, through the communication strategy of change, innovation, product packaging, rich content, subject, and through high quality advertising promotion to attract the attention of consumers. For the brand construction, communication is the important way to building brand, good brand communication strategy can quickly improve visibility. Brand communication, from the brand communication style, the text and visual to consider. With the rapid development of digital technology, brand communication environment and the consumer market have occurred great changes, new forms of media constantly affect the consumer market, brand competition emerge in endlessly, obviously the traditional model is difficult to attract consumers. Brand, therefore, need to show the attitude to communicate with the younger generation, through the way of extremely resonance, from product innovation to the visual design, let the brand really look brand-new. In life, people tend to coexist and thoughtful person, consumption, people are willing to choose to have the brand of thought. Any product has certain life cycle, however, is only to keep pace, kept the vitality of brands, to make the brand bloom the most beautiful luster, play an irreplaceable influence.

In this paper, the farmer mountain spring as the research object, the farmer mountain spring always focused attention on the consumers, through constantly update products, innovative forms, the use of creative advertising, clear all the media communication strategy, etc. The brand vitality. Nongfu spring has its own unique in delivering content, through creative harvest a lot of attention for many times. Nongfu spring advertising hut chin son said a multi-angle, advertising in living animals and nature as the leading role, countless young audience's affection. Good product not only need to meet the different needs of the audience, to truly reflect their own more value. Through the creative artistic expression, the drink is not simply the thirst, is but the passing of a story, the continuation of an aesthetic, such products can withstand the test of time and holds generation after generation the value of the product. Nongfu spring from start-up to now, has become a unique brand, also in the process of gradually explore to find a suitable for their own development path. This paper analyzes the development and practice of nongfu spring products unique transmission characteristics and transmission function, and discusses the new path of the farmer mountain spring brand development, rejuvenation of the farmer mountain spring brand strategy for specific induction and summary, so as to provide other drinks fast away brand younger construction in our country.