Research On Realization And Optimization Path Of The Integration Of Brand And Effect Under The Internet Celebrity Method

In recent years,affected by the increasingly fierce market competition and the ailing global economic and trade trend,the brand communication activities guided by the concept of "separation of brand and effect" in the past are more and more difficult to apply to the current market environment.Brand owner's pursuit of brand communication activities is no longer only inclined to one side of the brand's "voice" or product's "sales volume".Brand and effect go hand in hand.While exporting the brand's core value,the sales volume of products is transformed,which has become the best solution for brand owner to pursue together.The proposal of "integration of brand and effect" is not a fantasy.The increasingly mature digital technology provides a huge operating space for the realization of integration of brand and effect.With the development of digital technology,online celebrities have gained their own business value by virtue of their huge fans,and have derived many new business models with online celebrities as the core,among which "social e-commerce" is the most prominent.With the creative brand content and the rapid transformation of shopping path provided by the platform,this mode can guarantee the realization of the integration of brand and effect to the greatest extent.Based on this,the author chooses to take social e-commerce as an example to carry out the research on the realization and optimization path of the integration of brand and effect under the online celebrity mode.In this paper,the author first describes the relevant concepts to avoid the situation of vague concept.Secondly,it combs the whole historical development process of the integration of brand and effect,and finally obtains the communication logic of the integration of brand and effect.In the following article,the author analyzes the role of online celebrity in the practice of the integration of brand and effect and takes the two representative social e-commerce platforms(Tik Tok and Xiao Hong Shu)as examples to analyze the implementation path of the integration of the brand and effect in the online celebrity mode.Finally,the problems exposed in practice and the corresponding optimization path are put forward.