The Brand Communication Strategy Of Letv

Since the rise of video website in China,the competition is fierce,and there also lot's of problem exist: Content homogeneity?Development tends follow suit?Similar development model?Low-end brand building level......Video website in China after birth, boom, merger and different stages,At present, the competition into the white-hot?Given this,Youku and tudou merged, integrate the resources and power,Tencent video, iQIYI, Sohu backed by powerful resources support,Continue to improve abilities in the areas of content,user experience and service. Video website chasing each other in the industry,the overall gap has been narrowed, user activity tend to be close to?There also reflects the problem such as brand differentiation not obvious, lack of brand communication. However,Letv depending on its unique development strategy and experience, Successfully breaked into the first camp of the video industry,Became the first profitable video website in the country.what's more,Its brand development model are studyed and imitated by peers.Whether Hoarding copyright library, or Homemade drama,Letv always act as the role of "pre-emptive".Letv's success depends on a good brand building and communication strategies.This text set about from the communication field,research on brand communication theory, Letv brand building and the spread of the related literature,and finally analyze Letv's brand communication strategies.This paper is divided into five parts,The first part is the introduction part,it's about this thesis research origin, significance, research status, research questions and research methods;The second part introduces the relative concepts of brand and brand spread, and the video website brand communication present situation in our country;The third part focuses on Letv's brand communication strategies, including the construct of the content, communication channels and transmission methods in the process of letv's brand communication;The fourth part is through the feedback information from the questionnaire to analyze Letv's brand communication effect, summarizes the experiences;The fifth part puts forward the experience and enlightenments of Letv's brand communication,in the end, give a simple summary and prospect about the video website industry.