Year: 2025
Type: conference-paper
Abstract: In modern society, with the rapid development of electronic communication technology and electronic information and communication technology, competition among brands has intensified rapidly. As a result, the problem of how to balance the popularity and uniqueness of niche brands in the electronic information age has attracted much attention, but the solution is still very vague in the literature. This paper examines the path of niche brands to create a differentiated brand image by exploiting the explicit consumption psychology of mass consumers, and to attract potential consumers with the help of in-depth market analysis and unique brand stories. Based on this, this study puts forward the following suggestions: niche brands should achieve market popularization while maintaining brand uniqueness through precision marketing and content marketing, to strike a balance between differentiation and popularity. The research provides practical guidance for niche brands to achieve sustainable development in a highly competitive market.
Source: SHS Web of Conferences
Author: Yutong Cai
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4413176852