The Research Of Chinese Portal Brand Communication Based On CI Strategy

At present, the development of portals is strong, but developing under thebackground of high-investment and high-profile, the sources of portals’ profits stillmake the managers worried. In addition to the single Internet advertising revenue inthe past, the areas which can bring real profits to their own are very little; at the sametime, the competition among the portals become more seriously, and the homogeneityof content and services form a competition for market. Therefore, the developmentstrategies of the portal need to be adjusted, and the issue of optimizing portals’ brandcommunication strategies has become a matter of urgency.Taking CI strategy for brand communication of portals can enhance the brandcompetitiveness, optimize the effect of brand communication and shape a good brandimage. Therefore, lying out respectively from the concept identification, activityidentification, and visual identification is a way for the portal to follow.Making clear the management concept of the enterprise is very important whenthe portal brought in CI strategy. Take SINA for example, it puts forward the newslogan “You are the one” in its concept-identifying strategy, and confirm a newdevelopment direction “content marketing”. The concept changes bring good effectfor brand communication. But, there are some problems in the usage ofconcept-identifying strategy. Based on this fact, SINA and other portals need to graspthree key strategies in the process of their brand building: first, optimize the internalsystem, and stimulate the value of employee; second, focus on the needs of user, andupdate products; third, seek harmonious development and create multi-win.Behavior identification is also indispensable when portals bring in CI strategy.Take SINA for example, SINA established a systematic behavior standard, personalimage design, education training, behavior criterion, management system andenvironmental planning. SINA also realized the unique products and services, thehighly effective advertising activity plan and a strong strategic alliance strategy in itsrecognition of foreign activities. But there are also some problems in the process ofbehavior identification. Based on this fact, SINA and other portals need to take somefeasible optimization strategies: provide differentiated contend and services toconstruction the unique character of brand; improve the quality of content, andoptimize the structure management of content; Implement the update of internet technology; plan advertising activity reasonably; implement reliable strategic alliancestrategy.The visual identification of the portal cannot be ignored when they bring in CIstrategy. Still take SINA for example, SINA formed a specific process of the effectivedevelopment orientation in its enterprise image visual design, and it had successfulexperience of logo identification, color identification, page identification and otheridentification etc. But the visual identification of SINA needs to be improved.Therefore, SINA and other portals need accurate positioning and optimizing the visualidentification strategy: portals should make visual differentiation, shape a brandpersonality with distinctive visual image, design the people-oriented brand visualimage and make some adjustments and innovations timely according to the feedbackof the market.