The Brand's Self-media Value Output Research

With the transfer of brand communication position and the in-depth reading feature of new media communication platform,the brand marketing line is developed from the simple communication of product information to the personality output of brand values.Brand self-media operation,cloth power subsidence and other characteristics make it unique in the output value.However,due to the lack of time and the potential of the value output,the academic circles have not paid much attention to this phenomenon,and the results of the research on the output of self-media values are almost blank.In such a realistic picture,this article obtains from the brand since the media information dissemination,discussion since the media platform values output mechanism based on brand,first try to under the background of subject to clarify the media and the concept of brand from the media,to borrow from the 5 w model of weir exposition of the spread of brand since the media properties.Next to the theoretical background of brand communication source,reveal the network brand core values derived from media era,and based on the theory of mass communication theory and related physical induction from the media is different from traditional media and other online media values of output mechanism.Values of the brand,of course,the media,there are some the hard to avoid problems,but also bring us some test,expect this article can provide some reference and inspiration for academic research.