The Construction And The Communication Of The Brand "ZBJ"on The New Media Context

With the continuous opening of the market and the acceleration of various informationdissemination speeds in the Internet era,companies are facing more and more competitive pressures on homogenized products.How to seize more market shares in such an economic environment has become a problem that companies urgently need to solve.one.In the process of international trade,some enterprises have gradually realized that relying solely on the advantages of the product itself has been difficult to win in the market,and brand management has gradually occupied an important position in the company's development strategy.As one of the representatives of the Witkey website in China,“ZBJ.com” was founded by Zhu Mingyue,chief correspondent of Chongqing Evening News,in 2005.In 2010,the registered users of ZBJ.com have reached the industry's first level.Up to now,the platform has a total of 13 million service providers.And 6 million employers have contributed 31 billion yuan in transaction volume.Compared with the k68 platform,Witkey China,and the mission-oriented Chinese homogenization enterprise that were established at the same time or earlier in the same period,the pigskin has become a typical representative of Witkey's economic model,and is also the largest Witkey site at the moment.Achievements and the company to seize new media opportunities,ongoing brand building upgrades,and actively carry out brand communication is closely related;at the same time,pigs are known as the“two brothers” image of the Journey to the West as their own brand identity,easier to be accepted by users,thus forming its own brand characteristics to occupy a certain market share.On the whole,the brand communication of ZBJ.com plays a key role in the development of the entire company.Based on this,the author will start from the theory of integrated marketing,select the Japan Dentsu cellular model theory to comb the brand of the ZBJ.com,analyze the current content of the company's brand building from seven dimensions,and on this basis based on the customer perspective brand equity Analyze the existing brand equity of pigs in order to systematically analyze how ZBJ.com are used to build and disseminate existing brands in a new media environment,thereby giving more companies how to build brand communications in the context of new media.Provides information for reference.This article discusses the case through four aspects: First,the history of ZBJ.com development to date,the company's brand history and status quo;Second,through thedimension provided by the theory of Dentsu cellular model,the connotation of the brand building ZBJ.com,based on this further study The current brand equity;Third,the effectiveness of the ZBJ.com brand;the fourth,compared with the same type of site,the ZBJ.com brand in the construction and dissemination of the advantages of the brand,as well as new media companies for reference.Based on the author's analysis,1)The ZBJ.com is rich in content.In addition to the basic brand pig,he also created two brands,Tianpeng and z-work.At the same time,the company conducted a series of market exposure activities around the three brands.,This will continue to increase the brand's visibility;2)Based on the Japan Dentsu cellular model,it can be found that the ZBJ.com has rich brand connotation,and the core brand value of “professionals do professional things” sets the connotation of the brand;3)Pass the questionnaire According to the survey and data analysis results,the ZBJ.com has high brand awareness and loyalty,which indicates that the brand communication has achieved a good market effect;4)It can be found in the comparative analysis with similar websites that the ZBJ.com has its own unique brand.Brand style,while the brand structure is substantial and rich.The ZBJ.com has been established for 12 years.There is no relevant literature to study the brand of ZBJ.com.Therefore,the author's brand research on ZBJ.com from the Dentsu honeycomb model theory not only has the significance for the same type of new media companies,but also has a strong speculative function for the ZBJ.com.