关键词: 营销传播, 舆论, 直播活动, 品牌联名, 公益推广

Abstract: In 2023,the competition in the Chinese dairy market will become more intense,and how dairy companies do a good job in brand marketing and promotion is the key ability to determine their market competitiveness. In order to do a good job in promotion,the first thing to follow is three concepts：the first is to make good use of self media and mobilize all employees of the enterprise to carry out brand marketing work dissemination. The second is to do a good job in cross-border cooperation,so that the brand can better break through the circle and win more people's recognition.The third is to occupy the commanding heights of public opinion,in order to gain greater visibility and influence more people in the brand activities of enterprises. Secondly,it is necessary to establish the brand's influence through specific promotion methods,and form brand potential through the public relations of brand activities. Normalize brand live streaming to cover online consumer groups.Enhance brand awareness through brand co branding. Reflect the brand's social responsibility through the public welfare of brand activities. Enhance brand reputation through brand sponsorship. By effectively combining online and offline promotion,digital management of the promotion process, the efficiency of brand marketing and promotion can be improved.

Key words: marketing communication, public opinion, live streaming activities, brand co branding, public welfare promotion