• Login
  • Register
  • Search

Research on Online Marketing Strategy Optimization of Liquor Brand Affecting Chengdu Consumers' Purchase Intention

Sheng Li


An increasing number of brands use algorithms to embed brand-related content on targeted consumers’ social media pages. This paper analyzes how consumers’ motives for using social media influence their potential brand-consumer interactions and the following branding outcomes. To examine this, this study selected social media platforms and white liquor as the brand to conduct the influencing effects of marketing strategies of socialized promotion contents, socialized promotion advantages, and promotional strategy of process under product, price, place, and promotion. The three research objectives are; to understand the development trend of liquor brands in the current market situation, to analyze the influencing factors relating to liquor purchase intention of Chengdu customers, and to improve marketing strategies for social media platform optimization of liquor sales in the Chengdu market.


Online Marketing Strategy Optimization; Liquor Brand; Purchase Intention

Full Text:


Included Database


Xu X. (2000). Brand Competition Theory. Civilization and Propaganda. Vol 11, p.36-45.

Lu Y. (2016). On the Current Situation and Development Suggestions of Social Media Marketing in China. Modern Corporate Culture. Vol 32, p.129-139.

Qi Q. and Yu M. (2019). Research on the Marketing Strategy of Corporate Brands in the Era of Social Media. Marketing Industry. Vol 4, p.289-299.

Chen L. and Yuan X. (2020). Marketing communication strategy innovation based on social media word of mouth. Science and Technology Information. Vol 32, p.84-93.

DOI: http://dx.doi.org/10.18686/fm.v7i5.6507