Brand Building Strategy By New Media Tools

With the maturity of digital tools, new media attracts more and more companies' investment focuses as a new channel of communication and band promotion, which has the same comprehensive functions as traditional media. This thesis takes taobao.com as the example of successful new media brand building strategy, which analyzes taobao.com's new media combination application during the brand building process while taobao.com was frozen by China top 3 Internet Portal. The thesis is constructed by 5 parts including Prologue, Taobao.com's new media selection strategy, Brand building strategy, Companies' marketing strategy by new media tools and the Conclusion. After the beginning of theory introduction, the thesis focuses on the real practical level of new media combination and gives companies some suggestions on how to select new media tools.