Study On Brand Communication Of "Web Star"

In the boost of multiple factors of popular culture and brand economy,the "Web star" has become a unique cultural landscape in modern society,the "Web star’s economy" also came into being.The"Web star" is a product based on Internet technology,the brand creation and spread in network.Compared with offline business,brand communication of web star can use the network and media technology deeply,so as to more effectively integrate online and offline communication.Especially in the Web3.0 era,technology driven empowerment and cultural innovation to develop a new generation of"Web star" brand,brand communication and their values showing a lot of different new forms.Based on this,the author combined with brand knowledge and communication and other relevant theory,to current our country the most typical and the most influential "Web star" as the research sample,detailed interpretation of the "Web star" brand type,the characteristics of the times and profit pattern.From the brand personality,brand positioning,brand name and other sectors,fully discussed the overall characteristics of the Web star brand operation.Through the discussion of the "Web star"communication ideas and communication channels,to provide reference for other types of brand communication.From the operation of the brand,the "Web star" personal style into the brand,brand personality,personalized,and strive to create a difference in the eyes of the audience,the high quality brand image.The clear goals and direction to create valuable assets for the brand.The brand from the brand communication strategy,the brand communication concept of "Web star" to audiences and to cater to the audience habits of brand communication,is the psychological needs of the target audience,based on consumption habits,as well as the current environment and development,the spread of the audience to strengthen brand association,promote brand maintenance,establish close contact between the audience and the brand.Through the study found that,in the brand communication process,the "Web star" to the needs of the audience as the main orientation,focus on the audience’s emotional needs,and their own personality charm fused to the brand,and strive to create a distinctive brand.At the same time,through constant communication with the audience interaction,not only will the audience into the consumer.But will consumers into brand communication,so as to enhance brand value in the process of communication.However,behind the brand communication of "Web star" booming,there are still some structural problems:the transfer of update speed and audience attention Web star exacerbated the uncontrollability of the main brand communication life cycle;"Web star" not bad and the pursuit of the interests that the content of brand communication vulgarization,homogenization grow with each passing day the phenomenon of the media platform to emerge in an endless stream;brand communication channels is difficult to completely control problems.In order to better carry out brand communication,brand communication process in the future,the "Web star" can take the following measures to avoid the risks:maintain,enhance the brand to enhance the brand content of viscous fan;Innovative ability;further excavation,the use of interactive communication channels.