Research on immersion marketing strategy of Baijiu brands

With the development of the digital era, the traditional marketing model of Baijiu brands has been impacted, and it is necessary to innovate the ways of communicating with consumers. Based on this background, in this paper, the application status, challenges and corresponding countermeasures of immersive marketing in Baijiu brands through literature review and field research were deeply explored. Immersive marketing could create unique sensory and emotional experiences for consumers, enhancing brand influence and consumer loyalty. However, it also faced many challenges, such as balancing personalization and standardization, high costs of technological investment, insufficient continuous appeal of creative content, difficulty in quantifying marketing effectiveness, and difficulty in adapting to the trends of young consumers. In order to solve the above problems, a series of strategic suggestions were put forward as follows: integrating the personalization and standardization of experience, optimizing technology investment and cost-effectiveness, synergizing creative content and brand story creation, innovating the marketing effect evaluation system, and implementing customized marketing for the young consumer market. The aim was to provide a systematic and immersive marketing strategy for Baijiu brands, which was conducive to promoting the sustainable development of the brands in the digital era, and also offered theoretical and practical references for related research.