Research On SZ Airport Brand Communication Strategy In New Media Environment

Thanks to the rapid development of science and technology,the traditional media has ushered an era of new media represented by the Internet.Different from the traditional media such as television,newspaper and radio,the new media is in a totally new form benefiting from the Internet technology and the mobile communications technology.Compared with the traditional media,the new media is characterized by promptness,massiveness,interactivity and so on.In the academic domain,studies of the brand promotion under the new media environment have drawn more and more attention of the researchers.In the management practice,corporate brand promotion has also began to rely on the new media as the medium,which shifts the previous stereotypes and conventional methods and then achieves accomplishments.In the industry of civil aviation,some advanced large airports at home and abroad have applied new media technologies to innovate the airport brand promotion mode,enhance the passenger experience by integrating resources and utilizing the strategy of accurate marketing,furnish good services and earn revenue from non-aeronautical operations.SZ Airport,coming into service in 1991,ranked the national top four international airports of passenger throughput in 1996 and strode the ranks of busiest airports all over the world in 2003.Since its successful transfer to the new terminal in2013,the airport has been enjoying a wider and deeper integration of various business,and thus entering a “3.0 era”.Also,the brand promotion of SZ Airport has also been upgraded and hereby gotten into the “new media era”.It is a question that SZ Airport is required to consider and explore that how to push forward its brand promotion under the new media environment to better interpret its new brand positioning of becoming “the most experiential airport”.This paper firstly adopts the method of literature survey to elaborately review and explore concepts and theories regarding brand,brand promotion,new media andnew media brand promotion at home and abroad in this year,which lays a solid theoretical foundation for this paper.Then,integrating theory with practice with the approaches of case analysis,field investigation and others,the paper goes into deep analysis of the current situation of SZ brand building and its brand promotion strategies under the new media environment.Through analyzing and summarizing,this paper concludes that in the brand promotion of SZ Airport under the new media environment there exist not only successful and effective strategies of service touch point promotion,oral spreading,content marketing,emotional resonance marketing,but also problems of incomplete brand promotion system,poor search engine marketing,imperfect mechanism of responding to public opinions and dealing with crisis and insufficient accurate promotion.In this paper,eight main suggestions for the reinforcement strategies of SZ Airport's brand promotion in the future are raised as follows..1)Make a comprehensive plan of brand promotion;2)Introduce the M-mac-C model and adopt brand building mode of public relations plus social welfare plus advertising campaign;3)Build a brand virtual community;4)Build a brand promotion system;5)Enhance the search engine marketing functions;6)Improve the settlement mechanism of online public opinions;7)Implement personalized precise promotion strategies;8)Assess the effects of brand promotion.The conclusions drawn in this paper are expected to provide theoretical and practical references of brand promotion for other enterprises in the civil aviation industry under the new media environment.