Research on Nongfu Spring Brand Content Marketing Strategy

Hanyang Dai ()
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Hanyang Dai: Donghua University, College of Humanities

A chapter in Proceedings of the 9th International Conference on Financial Innovation and Economic Development (ICFIED 2024), 2024, pp 518-530 from Springer

Abstract: Abstract Unlike general commercial advertising marketing, Content marketing is a special marketing tool that provides value instead of promoting products directly and has not been widely used in brand marketing. Nongfu Spring, a leader in the PRC’s bottled water and beverage industry, has been applying brand content marketing for a long time and has achieved very good benefits. Excellent content marketing cases appear in the company’s slogans, documentaries, public service advertisements, and packaging. For further study, content marketing in the company’s cases, how this content marketing works, benefits from the content marketing, and limitations and problems are discussed in the paper. Therefore, ensuring truthful and transparent content, the new orientation of contents, new forms of content expression, channel expansion, and retro come up and may be considered by the company as the suggestions of the problems and limitations. The conclusion summarizes the principles of Nongfu Spring’s content marketing strategy and affirms the success of the company’s strategy, and stresses the importance of improvement.

Keywords: Nongfu Spring; Content Marketing; Marketing Strategy (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-408-2_59

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DOI: 10.2991/978-94-6463-408-2_59

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