The Status, Problems And Countermeasures Of Startups’Brand Communication Under The Context Of New Media

Information technology represented by the Internet bring about a new revolution to communication industry. The media environment that brand communication facing with shows some compelling new changes and trends. Traditional enterprises develop probably ten years or more to break through the start-up phase to growth phase, but business development cycle in new media age carried by the Internet has been greatly shortened, as the amplification effect of the Internet allows companies to create a new brand that consumers accept in a few years or less. Formerly, even in the eyes of entrepreneurs, the brand is to well-known, large and mature companies exclusive.Nowadays, brand communications of start-ups has already get attention and put into practice in the industry, while the academics rarely concern.This article selects brand communications of start-ups as the research object, using communication, advertising, marketing and economics theory to carry out the study. The first part of article introduces the background and research purpose, and theoretical researches on the sort of brand communication.Then combined with the study significance, content and methods, the author points out the innovation and shortcomings of the article.The second part of the study distinguishes and defines the concepts and theories that involved,then introduces features of brand communication.The third part analyzes the necessity and the plight of startups’ brand communication, through the changes of brand communication in new media environment, to find the applications value of new media in start-ups’ brand communication.The author using the operating experience in the China Business Angel Association’s (CBAA) brand communication work, introduces general situation and case studies as a representative of CBAA in the fourth part of. From the brand positioning, brand identity and brand recognition survey of CBAA, the article comprehensively analyzes the status and effectiveness of CBAA’s brand communication, and points out the pros and cons of its brand communication activities.Finally, the article uses the CBAA brand communication status and recognition findings to analyze problems of start-ups’brand communication. And propose practical brand communication strategies fitting for startups.This article carried outthe study of a combination of quantitative and qualitative.Use research methods such as literature, interviews and questionnaires, through the quantitative study of the results of the questionnaire data, combined with case interviews, qualitative analysis of the research literature,and draw relevant conclusions. The article takes the start-ups as a whole new visual angle, based on opportunity of brand communications provided by new media revolution,in order to enrich the implication and characteristics of brand communication theory in the new media context,while guides start-ups’brand communication practices in the new era.