Research On Brand Communication In Short Video Platform

In the era of rapid development of the Internet,the single graphic Information provided by traditional mass media has been unable to meet the cultural needs of the audience's rapid development.People began to crave more convenient and effective communication media,more yuan more vivid presentation,more free and more open communication channels.Short video because of the characteristics of short,flat,fast,constantly into the audience's line of sight,enriched people's modern life.Based on the theory of brand communication,this paper analyzes the brand communication activities carried out in the Internet environment using the new medium-short video platform.On the basis of reading the previous literature on brand communication and summarizing the brand communication paths in the new media platform,this paper combs out the characteristics of brand communication in the short video platform and its new means of communication under the changes of technology.By citing outstanding cases of brand communication,this paper analyzes the strategies of brand communication in short video platform,and probes into the application of its communication content and means.The brand communication theory is used to analyze it and put forward solving ideas,which provides new inspiration for the brand in many directions such as user contact and content operation in the new media.The introduction part expounds the research background,research significance,domestic and foreign research status,research methods,research objects and innovation points.In the second part of the paper,the basic situation of short video transmission is discussed,and the basic situation of short video platform and the mode and type of brand communication using short video platform are arranged.In the third part of the thesis,from the perspective of media,through collecting and collating relevant data and using comparative analysis methods,we will spread the subject,the path of transmission,and the way of expression.Short video is a kind of emerging media that entered the public view at the beginning under the development of the Internet data platform and the similarities and differences between traditional brand communication media.In the process of brand communication,choosing the appropriate means of communication is the key to brand communication.The fourth part introduces thecommunication means that brands can choose to use in the short video platform,and analyzes and explains in detail the means and characteristics of brand communication in the five short video platforms: advertising,public relations,word-of-mouth,sales,and storytelling.And insert the successful case,comb out the short video platform in the selection of the means of brand communication,the use of strategies.The fifth part aims at the brand communication in the short video platform,summarizes its existing defects and short board,and provides development ideas for brand communication in the short video platform.