Research On the Development Strategy of Chinese Domestic Brands Based on Stepps Model—A Case Study of Hui Li Shoes

Abstract

In today's fierce global economic competition, local Chinese brands' future development strategy and planning are particularly important. With the trend of globalization and the intensification of market competition, local Chinese brands must constantly innovate and adapt to changes to gain competitive advantages. At the same time, the rise of new media has brought great changes and opportunities to the marketing industry. Traditional marketing methods have made it difficult to meet the needs of today's consumers, while the emergence of new media provides brand communication with a new channel and way. Domestic brands' use and marketing of new media have become the trend of future business development. By using new media platforms, domestic brands can better interact with consumers and deliver brand values and concepts. This paper aims to conduct an in-depth analysis of the development of Chinese domestic brands based on the STEPPs model. The STEPPs model is a theoretical framework based on communication and marketing that explains why products, ideas, and behaviors are widely disseminated and accepted. It includes six key elements: Social Currency, Triggers, Emotion, Public, Practical Value, and Story. Through in-depth analysis and research of these six key elements, this study can reveal their importance and application value in brand marketing for the market. At the same time, it can also explore the success of successful domestic brands and put forward plans and suggestions for the future development of domestic brands.