The Content Characteristics And Brand Marketing Of Luojisiwei

With the development of new media especially of We Media,more and more new forms of We Media in China has appeared in recent ten years,such as Blog,Micro-blog,public platform of WeChat.Particularly,We Media was a grassroots media before,but with the emergence of post-video programs,We Media choose a professional and branding road.Now,brand and specialization has become a new trend.As a famous brand of We Media,in just one year,Luojisiwei has attracted the highest attention of people.In 2013,it developed a "most unreasonable" membership system need to pay,earned nearly two million yuan.When print media are facing very difficult conditions to survive,Luojisiwei has found its road to win the benefit.How?This issue is worth studying.In this paper,Luojisiwei is the object of my study.As the author of this paper,I analyzes the historical background of how it appears,the way to survive and the difficulties it has to face systematically.The way to survive include two sides--the content and the marketing,they are also the core of Luojisiwei,and it is the focus of this paper,too.In terms of content,the author has analyzed the characteristics of the production and dissemination of its contents;In marketing,the author has analyzed its brand marketing strategies,including brand positioning,brand communication strategies and brand extension.