Research on the Brand Culture Shaping of Meilanchun Liquor Industry from the Perspective of Digital Economy

With the rapid development of science and technology and the rapid dissemination of data and information, the trend of industrial digitalization is expanding day by day, and the digital economy is developing with it. It is also the psychological basis for promoting empathy communication and consensus communication activities, and adapts to the current situation of customer emotional influence required by the logical content of brand communication. Based on the existing brand culture of Meilanchun Liquor, this paper analyzes its existing problems, and proposes the strategy of shaping the brand culture of Meilanchun Liquor from the perspective of digital economy, aiming to construct the brand culture of Meilanchun Liquor that is more in line with the background of the digital economy era, enrich the brand experience of consumers, enhance the brand trust of consumers, and expand the space for brand word-of-mouth communication.