Research On Brand Strategy Of We Media Program

With the development of market economy,more and more people pay attention to the brand.The development of China broadcasting and television industry has experienced the stage of TV industry,channel specialization,brandand so on.The media to create brand program and host to enhance channel or media influence.These brand program and host also become an important reason for the concern of the audience or the media channel.The two complement each other to form a good ecological cycle.In the network environment,with the popularity of mobile terminals,lifestyle has been changed by science and technology.The support of the major platform technology from the we media came into being and the development of active.From the initial blog to micro-blog,WeChat,the major video sites and mobile phone application software was came the parallel cross from the we media.The we media market has attracted many people to join,which is a group of people are very special.They are one of the media industry group,has a space of condition.And the reason of institutional,the development of a long-term vision or themselves,the transition from traditional media to the media market,which is known as the traditional media people from the we media transformation intensified.Technology support the platform of we media makes some audio and video programs has been produced,this form attracted a large number of people added who is non insiders.The slogan of "everybody is anchor" became a power promote we media program growth.The phenomenon of rapid growth especially in the audio program.However,the reason of freshness cannot guarantee the stability of programs.There is not a minority of the presence of the WeChat public numbers suspend operations or completely give up.However,since the development of we media programs is notonly a flash in the pan,many successful cases show that the development of brand is an effective means to occupy the dominant position in many media programs.The research program branding involves both internally and externally.The external form of the brand,also has the intrinsic content of the brand,the brand includes not only the program itself,but also related to the producers,that is since the media people's own brand.Based on the original CCTV financial channel host Wang Kai after the departure from the we media practice as a case.Analysis of the two practices in the development of contrast media,are "Kayzi said" and "Uncle Kai story".There are summarized in the process of the development strategy and focus on the advantages and shortcomings in the brand,and focus on the "Uncle Kai story" childhood brand analysis.The focus of this paper is starting from the we media from the perspective of how to build up the brand development strategy,which involves the audience positioning analysis,user thinking,team cooperation,establish the full media platform application,enhance media literacy and follow the rules and other aspects of the brand.The we media program is on the current proposed host "Integration of collecting,writing,editing and commenting " of the concept of practice,but also different way of " host centralism " continuation.In the development of we media from the celebrity aura as a prominent advantage in the development of their program as a sample to analyze the development of the media program from the brand more reference.However,the reference does not mean to copy of content,quoted by the artisan spirit and personalized and professional positioning as well as user thinking as the center point of development is from the media programs of brand development in the meaning of the title.