Research On Brand Communication Of Short Video Self-Media "Li Ziqi"

With the development of network technology,domestic self-media has emerged in different forms on different platforms,such as Weibo,Baidu,Today's headlines,WeChat public number,etc.Especially the emergence of short videos from the media,which quickly attracted the attention of the public.Its development has become more and more specialized,and has embarked on the commercial path of brand operation.In this era of Internet where everyone has the right to speak,no matter groups,organizations,teams,or even individuals can create their own brand.For the media,if you want to go longterm,you need to carefully build the brand and maintain.Li Ziqi is a short video from the media that appeared in 2016.From signing Weibo to becoming a platform to settle in from the media,to join the MCN organization to sign up for the company,and then to establish the brand company and operate the e-commerce,Li Ziqi has come out of a successful self.Media brand business road.The article takes Li Ziqi as the research object,adopts case analysis method and text analysis method as the basic research method,combines brand communication and related theory with Li Ziqi's own characteristics,and analyzes its dissemination content,communication mode and communication effect.To study and think about the spread of brand path creation.Li Ziqi belongs to the self-media of content.It can be said that for content self-media,content is the core recognition of the brand,which is the foundation of the brand.The media conveys the basic information,brand concept and brand values by content.The audience's brand awareness,brand recognition and brand associations from the media are based on content accumulation.For the brand communication,the short video content of Li Ziqi can directly display the core information of the brand.The grasp of the user and the content selection is very good for the brand communication.The vertical segmentation of the content enhances the brand.Sticky,more importantly,Li Ziqi's output of values with short video content,which plays an important role in building brand associations.The current mode of communication can be said to be diverse.The brand has tried to improve the brand awareness and reputation by using various communication methods.Like all the self-media,Li Ziqi has the characteristics of flexible use in the way of communication.It is not limited to the traditional way of communication.In addition to the basic methods of mass communication,it also uses a variety of modes of communication.These modes of communication are not bluntly demanding consumer acceptance,but more through“soft”communication.Means to achieve the purpose of brand penetration.The most intuitive effect of media communication is data and influence.Content dissemination through various channels of communication enables the audience to gradually form a cognition and attitude towards the brand of Li Ziqi,and to transform the brand behavior from the perspective of social influence.In addition,Li Ziqi not only promoted the Chinese traditional culture,but also more valuable is the realization of the Chinese culture's external output,so that the brand has a deeper connotation and a higher position.