Analysis Of The New Media Business Strategy From The "Cruze" Brand Communication

Along with the development of the internet, digital, mobile communication technology,and the innovation of new media, such as IM, SNS, micro-blogging etc. The individual needsof social communication integrate all of the above into one and the pattern of IntegratedMarketing Communication has significantly changed. The dominant position of mass mediahas gradually been declined. Characteristics and application of new media play vividly in theprocess of integrated communication and are favored by more and more advertisers andadvertising companies. One of the purpose of this study is to explore the value of new mediaas one of the important communication tools in the modern brand communication. The secondis by studying the case of "Chevrolet Cruze", a successful new media brand communication,find out how the characteristics of new media reach the goals of brand communications. Thethird is analysis the problems of the current new media and predicted out that new media willbecome the development trend of the mainstream media brand communication after exploringthe significant role of new media on brand communications. On the basis of clearlysummarizes the characteristics of new media play a major role in brand communications, thiscase studies explores the problems in the operation of the new media industry, and thenpropose a new media business strategy to respond to brand communications in the future.In this paper, a literature survey method was used to obtain the characteristics of newmedia, the role of new media, brand marketing, and the integrated marketing communicationtheory and practical information. Adopt case analysis study the characteristics of new mediain brand marketing and brand communication on the case of "Chevrolet Cruze". Find out thenew media’s strategy for the development of brand marketing communications in the futurethrough the analysis of some of the other typical cases. A quantitative research method also beused in this study. A series of statistical data and charts specific precision calculate that thenew media will outstrip traditional media in the field of brand marketing communications.Theoretical research for the development of brand communication in the new mediabusiness is still relatively small. This study uses a large number of network data and image resources, the conclusions may have some limitations. This situation will be graduallyimproved in the further researches.