Study On The Brand Program Of Iqiyi Financial Channel Based On "5W" Theory

In the era of Internet,people's media contact behavior has undergone profound changes.According to the latest data,network video is the fourth major application after instant message,search engine and network news,and the network video industry is experiencing rapid development and change.On the one hand,the number of network video has increased explosively,on the other hand,quality of network video continues to improve.Network video industry has entered a benign competition,where video websites begin to focus on original programmes and network brand programmes ushered in the development opportunities.Under the double pressure of the gradual improving national policy and the rise of audiences' artistic appreciation,the network brand program communication inevitably presents new features.In this paper,the author uses the commonly adopted research methods of literature review,content analysis and comparison.The research targets are 360 series of from 17 representative Iqiyi financial channel brand programmes.By using the official released data by Iqiyi,together with agenda setting theory,theory of use and satisfaction in classical theory of communication,the author analyses these 360 series programmes and takes a deeper step in the exploration of brand program,communication subject,communication content,communication forms and channels,the characteristics of the audience.Through the study of 17 Iqiyi financial programmes,brand program communication features are obtained,firstly professional,reasonable operation contributes to program development.Secondly,the focus on innovation and guidance on audiences.Thirdly,various shapes and combined bodies of media promote improvement.Fourthly,audience are stable and mainstream audiences actively contact the programmes.Finally,effective,multi-way feedback has enhanced communication effect.There is no doubt that the network brand program is a new thing,and various problems always appear in the developing process of its emergence.These problems include shortage of personnel,unclear brand position,the lack of deep communication,and limited audience as well as limited influences.To solve these problems,the author put forward suggestions from both macro and micro perspectives.From macro prospective,efforts are needed from the government,the industry and the whole society.From micro prospective,each part of the communication process should be optimized and provide better use for reference for the development of network brand programs.