Research On Brand Communication In Wu Xiaobo Channel-A Financial Talk Show

in recent years, the online talk shows have developed rapidly. from the earlist Dapeng`s talk show which produced by sohu to the subsequent talk shows, for example, xiaoshuo and the thought made in Luo which are produced by youku and to the latest The Ideal produced by Tudou. These online talk shows supply a personalized and convenient service for the audience in terms of content and Channels, which satisfy amounts of demands and become a hot type of program.Meanwhile, with the development of Chinese economy, people’s view of wealth has changed and their concern and needs for economic information have become more and more urgent, financial programs have gained increasing popularity. The fierce competition among the online talk show has promoted the programs of finance and economics, of which Wu Xiaobo Channel is a typical one. On May 8,2014,Wu Xiaobo Channel was launched on the platform of Iqiyi and announced its wechat public account.Now it has developed into a brand program in which the video hits have reached about one million with over 1,2million wechat fans.This paper on the basis of the writing framework of Professor Luo Ziming "brand communication research" analyzes the operation of brand communication of the first domestic financial talk show "Wu Xiaobo channel” in such background from the four dimensions which are planning research of brand communication, media research of brand communication, value research of brand communication and development research of brand communication and then draw a conclusion: under the new media ecology, the audience circle has become a trend of subdivision. Accurate positioning, professional production, and providing high quality content are the premise to build brand program, and grasping the technical requirements, opening up channels, constructing all-round platform are also the necessary requirement of brand communication.