Research On Branding Of Short Video Platform "Ergeng"

In the era of mobile Internet,the short video industry has formed a large-scale development and become an industry body of high-speed cluster development.Various types of Internet products with short video as the main content emerge in an endless stream,with uneven content quality,and the development plan is blindly followed without characteristics,which makes it difficult to form a unique and trend development short video brand.This article selects the short video head-Ergeng as the research object,Ergeng from the original short video producers,with a short video for ontology,to the diversified economy radiation,is committed to create both content distribution and production of two kinds of characteristics of Internet content group,to operate platform collection of industry layout,personalized for the authors to build growth exchanges and promote service platform,to the user demand in the production of multiple vertical specialization content products,also provides commercial production and marketing services,set up specific rendering space or links to content the organization form of cash.This paper analyzes the brand status of Ergeng and its brand building strategy from the positioning,cognition and communication of Ergeng's brand,combining brand recognition and brand positioning,and related communication theories.Analyzing the Ergeng's branding problems that need to be improved in the brand building process from the aspects of differentiated positioning,accurate identification and communication planning.For example,brand matrix is insufficient,brand positioning lacks innovative planning,communication channels need long-term operation,and the interaction space with users is narrow,and the promotion methods need to be improved.Finally,the author proposes a series of optimization strategies for the Ergeng's branding problems.Ergeng should focus on the cooperation between sub-brands,form a "leading" symbiotic development model,and adhere to innovative thinking.Through differentiated positioning,enhance the overall recognition of the brand,strengthen multi-person interaction with users,open the application operation channel,build the communication subject status,enhance the brand communication integration ability,optimize the promotion strategy,and gradually advance.From the table and countermeasures,help Ergeng to build a strong brand and become the industry leader.Ergeng both short video platform and advertising company double attributes,in the short video field performance bright,strong momentum.Therefore,this paper will start from the perspective of branding,advertising,journalism and communication,marketing and so on,as the basic theoretical basis and direction of guidance,to bring Ergeng thinking and countermeasures and suggestions,but also for other short video enterprises to provide reference experience and strategic inspiration.