Brand Communication In The New Media Environment

Nowadays, the world is in the era of economic globalization, the national economic contest is reflected in the brand’s contest, after the reform and opening up since the 1980s, China has finally realized the gap compared with the world-class standards in their enterprise management methods and brand effectiveness The Internet as a representative of IT is bringing a new revolution to the communications industry, and thus there have been some dramatic new changes and new trends in the media environment faced by the brand communication. The article was based on such a background, and selected the brand communication in the new media environment as a research object, and I participated in the course of practice and collected information from the AMD brand messages. Finally the relevant conclusions were drawn.We adopted the combination of quantitative and qualitative research, documentary research, interviews and questionnaires, and interviews and surveys of people AMD staff, Beijing Wanda Square, Shanghai Times Square, Jinan Springs Plaza. A total of 200 questionnaires were delivered, and 198 were returned with a response rate of 99%. After excluding the invalid questionnaires, the number of remaining valid questionnaires was 193, with a effective rate of 96.5%. In addition, we selected four AMD staff to of, in-depth interviews about the AMD brand communication. With the quantitative research data obtained from the questionnaire results, interviewsand literature review of qualitative research, we gave the following basic conclusions:After 40 years of effective dissemination AMD brand finally have found their position in the consumer and market brand, but at the same time, there are some problems in the AMD brand communication,, which was a a worthy lesson of China’s enterprises. Audience in the new media environment media is the very extensive point of contact, so it required a brand output with one voice to a deeper understanding and implementation of integrated marketing communication. The Internet has brought a new revolution to the audience to experience a whole new brand communication, multi-faceted use of new media, and enhance interaction with consumers and the consumer interactive experience.Analysis of nowadays’new media environment, we can sum up features the following four points for the new media environment and brand communication. Firstly, new media, multi-channel brand communications. Secondly, the content generated by users-to accelerate folk samples of brand communication. Thirdly, the social networking presents as the platform for brand communication. Fourthly, the new media brand communication tends to be diverse and complex. Except AMD, these features faced in new media of the brand communication process is not only a reference to traditional Chinese medicine, but also for our other brands communication.In this study, we aimed at provide useful information to make better use of new media. We also gave several suggestions in the last part of this dissertation for how to use new media in brand communication, including Internet, blogging and microblogging, televisionnetwork.