Research On The Book Brand Communication Under The Perspective Of New Media

With the continuous innovation of new media technology,the entire social media environment has been a profound change,the speed of information dissemination,communication and the audience's reading habits are different in the past.Book brand in such a new,complex media environment,it is inevitable to face some new problems and challenges.So this article takes the new media as the research angle of view,systematically expounds the communication environment,elements,communication strategies and effects of the book brand,in order to seek the new path of the book brand communication under the new media environment.This paper consists of five parts: the first chapter is the introduction,which describes the background and significance of this topic,and summarizes the domestic and foreign research status of the book brand,which lays the foundation for the discussion of the post text.The second chapter makes a comparative analysis of the old and new media environment of the book brand communication,and summarizes the comparative advantages of the new media in the construction of the book brand communication.In the third chapter,I put the disseminator,media and audience as the research object,and detailed analyzes the new changes of library brand communication process under the new media environment.Chapter four is mainly for the library brand communication in the new media environment facing the problems and challenges,and puts forward the scientific and reasonable communication strategy,including the differentiation strategy,the integration of communication strategies and the application of several innovative communication strategies.The fifth chapter is the last part of the thesis,this chapter pointed out that evaluation of book brand communication effect under the background of new media,not only depend on the quantity issued and the market share,media coverage,audience interaction strength and other comprehensive index is more important.