Netease Selected Brand Communication Research

Chinese mobile equipment has developed into a large-scale,mobile payment technology tends to mature,a large number of online shopping population growth,the rapid development of e-commerce industry.In recent years,many new faces have appeared in the domestic e-commerce market.Among them,netease,as one of the new e-commerce brands,has rapidly opened up the market through accurate brand positioning and characteristic brand communication and won the favor of a large number of consumers.From the perspective of netease's strict selection of brand communication background,this is because of the consumption upgrade.Consumers' demand not only stays in the price,but also gradually has the pursuit of quality and individuality.Not only stay on the surface of the product,gradually began to pay attention to the service experience of the product.At the same time,the domestic manufacturing industry is facing transformation,the country supports the development of quality e-commerce,and the e-commerce strategy of netease is gradually clear.Based on the above environment,"netease strict selection",which appeared in ODM mode,has developed into a leader of self-operated quality electronic goods brand,and its brand communication has certain reference significance.Using the theory of 5W to conduct a comprehensive review of the current situation of strict selection of netease brand communication,the research found that strict selection of netease mainly focuses on the new middle class,the audience positioning of the young generation,the output of brand content with the line of differentiation and feelings,and content distribution through online and offline channels.In brand communication,netease an active from audience feedback,emotion,experience,the joint brand idea,brand image,brand culture of ceremony of the transmission of feeling,positive play in the transmission of opinion leaders take goods effect,users reputation effect,achieved high brand association,and the brand resonates with strong communication effect,for the Internet brand communication provides a good reference of the product.Netease strictly selected brand communication has distinctive characteristics,but at the same time,there will be some changes and problems in brand upgrading.When more and more brands enter the self-management mode of boutique e-commerce,mutual learning between brands will inevitably bring homogenization.Netease strict selection of brand advantage weakened,its brand communication will also be affected.In addition,further breakthroughs in customer base and traffic will also be a difficult problem for netease in brand communication.In order to solve the above problems,we can focus on creating original netease IP,strengthen the communication of mobile content,emphasize the interactive communication of social media,and promote offline scene communication.