The Research Of Life-oriented Branding Markeing Under The New-media Circumstance

The rapid development of new media gradually varies the marketing modes that adopted by enterprises. A growing number of enterprises begin to adopt the new- media marketing which is based on the traditional marketing modes. What we need most in the modern society is the sincere communication. Except for the elements of products’ quality and prices, the consumers care more about the emotional satisfaction brought by the products.Life-oriented branding, as a new concept of marketing, reflects the collective life values of the consumers, thus becoming the marketing mode to which many enterprises turn.Life-oriented marketing instructs enterprises to find solutions based on consumers’ living habits and consuming modes. It caters to the needs of consumers through providing a sense of caring, solving the life problems, offering relevant life services or promoting a living concept. Moreover, it enriches consumers’ lives in their spare time so that they can have a better understanding of the benefits of life-oriented transmission. Simultaneously, the seeds of trust are sowed by enterprises in every field of consumers’ life, and in return they gain abundant profits as a result. Recently, life-oriented marketing is an efficient method and it can be applied into many fields. Under the vision of new media, this method will become a major trend of choice as enterprises’ marketing mode and deserves further study.This thesis, based on new-media cases in practice, in combination with the knowledge and theories of communication, art theory, marketing, and psychology, initially explores into the life-oriented branding as a method of marketing transmission, and provides new ideas for researches on new-media marketing.This thesis is divided into six parts:The first part is the introduction. The author will give a brief introduction of the background and the significance of this topic. In addition, the current literature reviews, theinnovation point and the researching approaches used in the thesis are included.The second part probes into the concept of the life-oriented branding marketing under the new-media circumstance. The author mainly discusses about the concept of the new-media marketing, making clear the concept and contents related to the life-oriented marketing and the life-oriented branding as a new-media marketing method.The third part analyses different types of the life-oriented branding as a new-media marketing method. The author combines new-media transmission, the traits of the developing times and the mental requirements of the mainstream groups of the youth, dividing the life-oriented banding marketing under new-media circumstance into five types. The author also gives a deeper analysis of the traits of these different types.The fourth part is the analysis of the realistic application of life-oriented branding as a new-media marketing method. The author develops his analysis of the application from the perspective of the new-media transmission based on the five types I just mentioned above.Some cases, like the micro-videos, mobile new-medias, etc, are analyzed to show the core elements of life-oriented branding marketing.The fifth part provides the reflection on the life-oriented branding marketing under new-media circumstance. The author gives reasonable suggestions and solutions to the development of life-oriented branding marketing under new-media circumstance.The sixth part is the conclusion. The author points out the discovery and the deficiencies of this thesis, and also predicts the direction to the future researches.