Research On Brand Communication Strategy Of Aggregation Class News Client Today's Headlines

This paper takes today's headline,an aggregator news client,as the main research object,and takes the information age as the background to discuss what strategies today's headline adopts to spread its brand in the fierce competition,and gradually grows into a hot new channel of information dissemination.Combining brand communication theory,use and satisfaction theory,gatekeeper theory and SWOT analysis method,this paper studies brand positioning,content,channel and other strategies and brand communication effects of today's headline brand communication by combining qualitative and quantitative methods.In the process of brand communication,today's headline first accurately positioned the product,function,target audience and marketing channels,established a relatively distinct brand personality,and improved the target audience's cognition of today's headline brand.The second is to use rich and diverse content to attract users,create content ecology,conduct user precipitation,and improve users' brand loyalty.In terms of the choice of brand communication channels,today's headline focuses on the manufacturers of mobile terminals,improves the brand communication arrival rate of today's headline through pre-loading,and then spreads the word of mouth by relying on the good word of mouth established by the huge fan base to expand the brand communication.In addition,today's headline also uses its own product matrix for integrated communication,which greatly improves the brand value of its own brand.Through online and offline multi-dimensional advertising communication,create hot events for topic communication to improve the exposure of their own brand,enhance the brand communication effect.In the study of today's headline brand communication strategy,we found that any enterprise should fully understand the audience when formulating its brand communication strategy.In the process of understanding,it should understand the real needs of the audience,so as to correctly locate the target audience.On this basis,we also need to make clear positioning of our own products and functions,establish marketing channels,form a clear positioning of our own brand,integrate brand value proposition into the brand,and create a unique brand personality.Content in brandcommunication will have the most direct impact on the audience.Therefore,content that is positive,profound and needed by the audience can often add points to the brand impression.Finally,the choice of brand communication channels is also very important.A good choice of brand communication channels can often double the effect of brand communication.Therefore,taking the audience as the center to integrate all kinds of channels,dig out the pain points faced by the audience in their life scenes,and in the process of meeting the needs of the audience,publicize their own brands and permeate brand publicity into all links,which is conducive to the formation of the final brand communication closed loop.In the future development,today's headline should focus on upgrading algorithms and building more intelligent clients,strengthening information content,building a healthy image,grasping mainstream values and enhancing social responsibility,and paying attention to the combination of quality and efficiency in the process of brand communication.