Research On Brand Marketing Of Visual Consistency In Mobile Internet Era

The background of brand visual marketing is the rapid development of information technology in the mobile Internet era.Thanks to the big data cloud computing technology,the popularity of smart mobile terminals,online sales platform matures,and express logistics industry,the new retail model is gradually formed.In addition,the application of new technologies,new models driven by the rapid development of China's online shopping market,e-commerce format began to diversify.Accompanied by a growing number of brands will be brand marketing layout transferred from the offline to the online.Based on the growing consumer demand for the Internet,visual marketing as the visual output of brand symbols will play a more important role in brand marketing.The combination of traditional marketing and network marketing has pushed brand marketing into a new stage of development.Whether in the mobile Internet era to create a good brand visual presentation,will have a direct impact on the pattern of brand competition in the new era.This study is based on the mobile Internet era background,analysis of consumer psychology,packaging and visual media to brand visual marketing theory,to explore new media era of visual communication and branding the corresponding promotion significance.This paper is divided into the following parts:The first part is the introduction,mainly introduces the research background,research significance,research contents and research methods,and the related concepts in the definition,this paper summarizes the status quo of the research on brand visual brand at home and abroad,put forward the research ideas and the overall direction of the whole research,set the overall.The second part is the second chapter,namely "the development of visual brand marketing in the mobile Internet Era".This chapter is divided into four sections,the studies of the development status of brand marketing development stage main development situation of the mobile Internet visual marketing and the present situation,the mobile Internet era,and in the last section according to its development put forward their views and summary.The third part is the thesis of the third chapter,is the theoretical basis of the research on brand marketing of visual consistency.This chapter is divided into five parts,combined with multi dimension related theories mainly focus on visual communication and brand marketing in the field of consumer psychology,color psychology,sociology and public psychology and e-commerce platform marketing and visual hierarchy.The fourth part is the thesis of the fourth chapter,namely,"visual marketing and mobile Internet era brand promotion multi-dimensional correlation".This chapter is divided into three parts,namely "modern communication theory and modern means of communication,dislocation and association","modern means of communication and the consistency of the characteristics of visual marketing" and "mobile Internet era of visual marketing on brand marketing effect".Based on the theory of communication,this chapter discusses the way of new media communication.On this basis,this chapter summarizes the role and impact of visual marketing on brand marketing in the era of mobile Internet,and establishes the intrinsic rationality of visual marketing.The fifth part is the thesis of the fifth chapter,"the mobile Internet era of visual consistency of brand marketing practice case analysis".This chapter mainly from the author's business practice.This chapter is divided into three sections,respectively,the O'LADIES the practice case of basic situation,product strategy,marketing strategy and brand vision in end and end products,online sales channels end are introduced and analyzed,and put forward the related visual marketing program through the practice,summed up the key the visual elements of brand marketing,has certain realistic value in business practice.The sixth part is the sixth chapter of the paper,namely,"the development trend of brand visual marketing in the mobile Internet era".This chapter is divided into two parts.In the development process encountered in the mobile Internet era of brand visual marketing obstacles,such as the use of visual symbols to homogeneity,false propaganda to brand trust crisis,brand visual marketing enterprises pay attention to the problems of the strategy put forward personal point of view,the prospects for the development of the mobile Internet era trend of brand visual marketing and prospects.