| People are using their phones more and more frequently and they are becoming accustomed to reading.All kinds of news APP constantly research and development,including news aggregation class news APP as does not produce,but according to user's interest to recommend users like to watch the news,in just a few short years time become high-profile of domestic news APP.Aggregated news APP by computer technology such as crawler to crawl other website news,again according to the user to browse footprint,through data algorithm suggested users like the content.This kind of news APP itself does not write the news,but using computer technology developed news APP,and obtain a large number of users,many companies to develop polymerization news APP,competition is intense.The "daily express" APP,which relies on tencent resources,quickly became the top of the aggregator news APP,and topped the list of the top 30 apps for growth in 2015.In addition to tencent is good at"user-centric" building products and rely on tencent mass user resources,access to brand communication letters every day,with its effective brand positioning,brand marketing and brand communication strategy.Therefore,the brand communication strategy of "daily express" can be used for reference in the dissemination of the same mass media.This article selects the tencent "daily express" as the research object,understands the aggregation news APP brand communication strategy.This article is divided into five chapters,the first chapter is the introduction part mainly introduced the selected topic background and significance of topics,related concepts and research objectives,research methods,research contents,etc.Chapter 2 combs the concept of brand communication strategy.Starting with the definition of brand,brand and brand,this paper mainly introduces the theory of brand communication strategy.The third chapter from the external macro environment,industry and market competition environment,three aspects analyzes the tencent "letters every day" brand communication environment,brand communication strategy for the next chapter.The fourth chapter introduces the tencent "daily express" and analyzes the two aspects of brand positioning and user analysis.Then,tencent is analyzed from two aspects of products and marketing "letters" everyday the concrete behavior of brand communication strategy,and put forward the aggregated news limited brand communication.Chapter v some thoughts on the spread of the brand news in the brand,and put forward some countermeasures and Suggestions. |
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