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With the rapid development of the internet, it brings up the influencers economic, and also already immerse into peoples daily life. As a sponsor of influencers economic, get through their own influence, act on their followers. This paper takes sweet desert brand: Holiland as the research object, aim to discuss about how to shape the image of KOL, and using the KOL identity. This study analyzes how the brand combines internet use, to make an impact on consumers attitude and willingness to buy, in addition to increase the sales volume of products and brand awareness, to achieve brand transformation and upgrading, become the top of baking industry in China. This study adopted methods of literature review to analysis the characteristic of market and the strategy of spreading in systematically. Besides, it also provides relevant advices in marketing strategy. This research provides the basis of how to use the identity of KOL, lead the brand to take the road of sustainable development.
Yuxing Tian (Wed,) studied this question.