Based On The Live Webcast Brand Marketing Communication Research

In the brand marketing communication more and more Internet,interactive,mobile,visualization of today,the network broadcast media gradually been valued and become a brand marketing communication position,is to achieve real-time,in-depth communication with consumers,the most effective interactive media one.2016 is known as the "first year of the network broadcast",the network broadcast with its space-time geographical characteristics,depth of interaction,a high degree of detonation and easy to attract the characteristics of emotional resonance,loved by the people.From the online broadcast content and form of enrichment,diversification and webcast users continue to catch up with other traditional media,the phenomenon of online media can be seen that this emerging social media is difficult to imagine the pace of development,the occupation of our vision and life.Network live this real-time interaction,a strong sense of the form can be more effective to convey the brand's culture and content,close contact with the user,with super appeal and expressiveness of the user's heart,video and text,Can effectively grasp the user's attention,to achieve the effect of communication.Now there are more than 200 domestic live APP,is in full swing to carry out a fierce competition,as if the crazy "hundred regiment war".Many companies on this new platform eager,has begun a lot of useful attempts,but the network broadcast media still belong to the emerging means of communication,its research and discussion is still in the initial stage,can not help but some brands of online broadcast marketing awareness is not deep enough,Put a lot of energy into them,or do not see its huge marketing communication value and indifferent.At present,the network broadcast marketing has a large degree of defects: the lack of new content,many of the traditional show mode is still used,did not understand the connotation of the network broadcast marketing;network broadcast scene rough,not fine,interactive mode single,It is difficult to achieve the user's long-term communication.In view of this,this paper aims to discuss the spread characteristics,dissemination advantages,existing problems and correct strategies of brand marketing communication in the background of the rapid development of webcast media.Based on the characteristics and advantages and disadvantages of the webcast and the theory and vicissitude of brand marketing,this paper analyzes the meaning and influence of webcasting on brand marketing,taking millet,L'Oreal and other enterprises to use the webcast to get the success stories of brand marketing as the breakthrough point.And through the combination of literature and case analysis,the current network marketing problems and challenges,put forward timely and effective solutions,hoping to brand marketing activities to provide some reference and guidance.