The Media Studies Of The Brand

The development of media technology is very fast, and itsinnovation efforts always beyond the peoples imagination. In2011, themicroblog has been the most influential web application in China.Besides increasing numbers of users, microblog has been penetrated inour social life rapidly and it is playing an important role. This results showsthat, the we media which takes the microblog as typical application ischanging our habits of information transmission and reception silently.The we media is open and interactive, and in this new mediaenvironment everybody is peddler. These Characteristics of the wemedia brings both opportunities and challenges to brandcommunication: such as how to deal with those changes brought bynew media technology? How to communicate with the targetaudience in this media environment? The situation presents brandowners with many problems.In order to let brand owners deeply know the we media and usethe we media to brand communication reasonably, this papersystematically analyze the we media transmission characteristics andadvantage, then tries to find some brand communication strategieswith the we media to brand owners.First this paper discusses the brand connotation and corerequirements of brand communication from the academic angle. Then,it discusses the propagation characteristics of the media in many ways,such as communicators, communication process and communicationcontent and communication effect. In chapter there, through theresearches we can found, the media environment of brandcommunication has undergone great changes, and the traditionalbrand communication mode can’t meet the needs of the audience.Compared with the traditional media and web portal, the we media is interactive, experiential, and very convenient. Those advantages bringlots of opportunities to the brand communication. The brandcommunication strategies with the we media is discussed in chapterfour. Those strategies aimed at these ways: brand communicationmode, communicator, and communication contents. Chapter fivefirstly presents problems of brand communication with the we media inpractice, and then mainly analyzes issues of malignant marketing withthe we media. This part mainly analyzes formation mechanism, hazardsof malignant marketing, and puts forward relevant measures. Theauthor believes that, the key reason for malignant marketing with thewe media is enterprises themselves. In order to solve this problem,enterprises must become the business ethics, and gradually turned intoself-discipline.