Research on Marketing Strategy of Lawson Convenience Store Brand from the Perspective of New Media

Abstract

Lawson is a well-known convenience store brand, and marketing certainly uniquely shapes Lawsons brand image. Whether new media marketing, as a new marketing method, plays a great role in Lawsons brand-building process is what people need to study. This paper mainly takes Lawsons publicity methods on new media platforms, such as live broadcasting and online animation platforms, as examples. This paper also focuses on the analysis of Lawson Convenience Stores disregard for new media marketing, the adverse consequences brought by its overemphasis on animation, as well as its over-belief in the limitations of offline marketing. To solve these problems, the suggestions given in this paper mainly include recruiting many young people who know the Internet, communicating with large enterprises with experience in new media marketing, and opening a new online marketing platform. After analyzing this paper, Lawson should be able to improve the level of new media marketing, which has a demonstration effect on the whole convenience store industry.