Brand Construction Of New Ventures Under New Media Scene

With the development of economy and the new technology, the media industry has also changed. The new technical innovation has brought new content to the media environment and changed the media environment. New media has brought huge impact on the traditional media, it is not only the diversion of traditional media audience, but also changed the traditional one-way communication mode and the brand communication strategy. The competition and integration between the traditional media and new media make the propagation environment more complex, and the fragmentation brought by new media makes the brand communication more difficult. How does the enterprise adapt to the new media environment and implement the brand communication strategy is the primary test to the enterprises in the age of new media.The brand is something that give the owners more premium and produce a value-added intangible assets, and the unique performance distinguished from other enterprises. To the mature large enterprises, brand is much more easily to seize and retain customers, but for new ventures, brand is the only way which must be passed to become successful large enterprises. The biggest characteristic of brand communication in the new media environment is having more emphasis on interactivity, individualized and experience.New media has changed the situation of the audience in which they could only passively accept information, let them gradually transformed into active search and sharingand now make the enterprises focus on relations between brand and consumers. These changes mean that in the new media environment, new ventures create a unique characteristics of the brand, this process due to the addition of new media become much easier, more flexible, and of course the new media destroy a brand much faster. Enterprises which has set up brand must change the brand communication strategy, in addition to the new media environment requirements, it is more important to make the brand dissemination of information more effective, accurate, and to enhance consumers brand awareness and identity.At present, the brand construction research of mature successful enterprises is rich, yet the researchers in new ventures’brand construction are few, and so does the band of new venture in the new media environment. This article is based on this background, the author chooses the brand of new ventures in new media environment as the research’s object, analyzs brand communication case which had set up brand successful with new media, and at last put forward relevant suggestions on brand construction of new venture in new media environment.This paper describes the significance of the brand construction,the problems of brand communication of new ventures, the differences between mature enterprises and new ventures on brand communication, brand construction and brand communication in new media environment. And with the case of brand communication which had set up brand successful with new media as a study, this paper will discuss how the new ventures set up brand construction with the new media in the end.