品牌营销的本质最终还是回归对消费者的研究,在饮品品牌研究中一直有一句亘古不变的金句——“得年轻消费者得天下”。市场多元化的今天,年轻消费者的需求不仅仅局限于对产品本身,更在于对品牌主张的感受、体验与认同,品牌传播也由单向的硬广输出,逐步丰富为内容互动与渗透。而金罐加多宝与《加油吧!主播》项目的合作,更是品牌与媒体价值的完美体现。首先,价值——品牌与媒体的交合点 Ultimately, the essence of brand marketing is to return to the study of consumers. There has been an everlasting golden sentence in the study of beverage brands - “Young consumers have the world.” Market diversification today, the needs of young consumers is not limited to the product itself, but also the feeling of brand proposition, experience and identity, brand communication is also one-way hard-wide output, and gradually enriched the content interaction and infiltration. The cooperation between Golden Pot Plus and “Come on! Anchor” project is the perfect embodiment of brand and media value. First, value - the intersection of brand and media