| With the arrival of the digital media era,the traditional mass media audience is declining.Consumers are increasingly using social media such as instant chat tools,Weibo,WeChat and e-commerce websites.In order to maintain its influence on consumers,companies must follow the consumer's catalyst habits to transfer the brand spread.Therefore,companies have begun to establish self-media media for brand communication on social media platforms.The Zhou Heiya brand's self-media communication is One of the more successful models.The in-depth analysis of Zhou Heiya's experience in brand communication from the media can provide general strategic suggestions for companies to spread their own media brands.The main content of the research includes five chapters.The second chapter introduces the brand and brand communication of Zhou Heiya in order to understand the company's brand communication process.The third chapter is to sort out the status quo of media communication from Zhou Heiya,and to understand the current main media channels of Zhou Heiya's and introduce it.Based on the analysis of the characteristics of Zhou Heiya's communication from the media,this paper summarizes the characteristics of Zhou Heiya's communication from the media.The fourth chapter analyzes the strategy of the Zhou Heiya company's communication from the media brands and conducts a questionnaire survey to measure the effect.The fifth chapter,through analyzing the shortcomings of Zhou Heiya's company's media brand communication strategy,proposes a targeted promotion strategy.The sixth Chapter,through the analysis of Zhou Heiya company's media brand communication,summed up the universal significance of the company's self-media communication strategy,suggesting that from the cultivation of new media from the media,providing quality content,multi-brand joint communications,establish a long-term dissemination mechanism.Through the research,it has been found that the main forms of “Zhou Heiya” dissemination from media brands include corporate official websites,corporate microblogs,corporate WeChat public accounts,and third-party e-commerce platforms.The characteristics of “Zhou Heiya” from media brands mainly include the dissemination of immediacy,The independent and selective dissemination of content,the dissemination of corporate media brands,the integration of product information and entertainment information,and the blurring of the boundaries between brand communication and corporate products.The “Zhou Heiya” media brand communication strategy is mainly for multi-platform communication,close entertainment orientation,professional content dissemination,personification,long-term communication mechanism,and social media promotion.Through the questionnaire survey,the users of Zhou Heiya were mainly females aged 20 to 30 years old.Young people in this age group loved leisure and relaxation.They were keen on the consumption of snack foods and also had some entertainment consumption ability.In terms of publicity channels and ways of buying,offline still occupies a major position.The online self-media dissemination platform,the promotion of social media,especially the best WeChat promotion effect,which benefited from the user base of WeChat's huge number of users and Zhou Heiya's initial promotion of scan codes,attracts all their consumption.The main force is to form segmented communication within the segmented area.However,the “Zhou Heiya” strategy of media brand communication also has the problems of uneven distribution of multi-platform,lack of original content,failure to form a communication matrix,and low purchase conversion rate.Based on the current situation and insufficiencies of "Zhou Heiya" self-media brands,they summarized and proposed the communication strategies with universal significance: using new thinking,disseminating quality content,joint communication,enabling professionals,and establishing a sound long-term dissemination mechanism. |
