| The rapid development of China’s video websites provides a new media platform anddevelopment opportunity for enterprises’ brand communication. Along with the expandingsize of video sites’ users and user utilization, the brand communication value and brandmarketing communication value it contains has also been widely appreciated.With the rapid development of the Internet, audiences under new media environmentpresent new features, everyone can be a communicator, we-media times coming, the pullstyle brand communications are replacing the traditional push style brand communication.This paper argues that we should pay attention to the audience, considering the audienceinto the brand communication system, so that the audience can be participated in brandcommunication initiatively. Therefore, to grab the characteristics of media accurately andinnovative brand communication strategy, with the audience’s favorite way to spreadbrand message will directly determine the success or failure of corporates’ brandcommunication. Based on the analysis of the communication characteristics of video sites,propose that video sites from " information access platform,"" dialogue platform" toachieve interaction with the audience, and discusses enterprise brand communicationsinnovative strategies based on video web platform: content creative communication,creative experience communication and fully integrated communications.The last part ofthe article from the audience perspective, analyzing the difficulties that enterprises brandcommunication has been faced. The attitude and behavior of media audiences are notcontrollable, so that it is difficult to assess the effect of brand communication. Theuncertainty of the audience behavior make video sites cannot carry out the brandcommunication independently. Finally, back the media environment, consider the mediaenvironment that video sites have in, propose several possible methods for enterprises touse video sites carry out brand communication for reference. |
PDF Full Text Request