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Research on the Digital Marketing Strategy of White Rabbit Creamy Candy in the Chinese Market
- 1 Foshan Foreign Language School International Department
* Author to whom correspondence should be addressed.
Abstract
In the rapidly evolving landscape of modern brand marketing, traditional brands are tasked with the intricate challenge of melding their storied cultural heritage with innovative digital strategies. This research delves into the digital marketing tactics of White Rabbit Creamy Candy, an iconic Chinese snack brand deeply rooted in historical and emotional narratives. The study illuminates the brand’s distinctiveness in the market by exploring its historical significance, cultural symbols, and emotional resonance. Employing a comprehensive research framework, the investigation uncovers pressing issues such as a constrained digital presence, insufficient engagement on social media, a disconnect with younger generations, the untapped potential of e-commerce, and a lack of collaborative efforts with digital influencers. Notably, consumer stereotypes and the generational divide emerge as salient challenges. In response, a multifaceted approach is recommended, involving the development of a robust digital strategy for heightened online visibility, immersive interactive content, strategic partnerships with digital influencers, rejuvenation of the brand image to resonate with contemporary audiences, alignment with evolving health trends, and strategic positioning against competitive pressures. This study contributes valuable insights into the digital transformation journey of traditional brands and offers pragmatic guidance to enhance digital marketing endeavors in the dynamic modern landscape.
Keywords
traditional brand transformation, digital marketing strategy, nostalgia marketing, White Rabbit Creamy Candy, generational engagement
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Cite this article
Jia,C. (2024). Research on the Digital Marketing Strategy of White Rabbit Creamy Candy in the Chinese Market. Advances in Economics, Management and Political Sciences,57,309-316.
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