A Study on Meme Marketing Strategies of Domestic Brands and Optimization Suggestions

Abstract

In today’s era of traffic, the powerful monetization ability of meme marketing has attracted growing attention from brands. However, there is still limited research on domestic brand meme marketing in academic circles. Therefore, aiming to study domestic meme marketing strategies from a macro perspective, an interview was conducted to collect current meme marketing strategies of domestic brands, and a questionnaire was then released to evaluate the application effect of these strategies. The results show that domestic brands have used Internet memes in marketing with the help of artificial intelligence, explored to establish a brand virtual image, and adopted the two-way communication model of User Generated Content (UGC). Nonetheless, current meme marketing strategies have not shown a significant effect on improving consumers’ willingness to learn about brands and purchase their products or services. This paper provides improved meme marketing strategies that further arouse the transformable consumption potential of consumers and effectively consolidate the maintenance and expansion of brand communication.