Scene Marketing Of Brand Communication In Multi-screen Era

With the intellectualization and miniaturization of mobile terminals,the traditional media era is gradually deconstructed by multi-screen,and our era is gradually entering the multi-screen era.The integration of human and equipment breaks the boundary of advertising communication.Faced with the multi-screen era,brand communication is facing a new dilemma.In the multi-screen era,the audience's attention is difficult to concentrate.This means that the audience is no longer the end of communication,but the midpoint,and can actively feedback.The interaction between devices and people is more and more frequent,and the collaboration between screens and screens is more and more frequent.Frequent.Faced with such a situation,brand communication is facing a new dilemma-how to attract the audience,so that the audience's attention is not distracted,how to accurately marketing the audience.Therefore,this paper focuses on the core issue of how the brand fits the new era of communication in the multi-screen era.Traditionally,the flow and speed-first means in the single-screen era have been outdated,replaced by the scenario-based framework.This paper takes scenarios as the entry point,seeks solutions for brand communication in the multi-screen era,and discusses the significance of scenario theory for brand communication.In addition,millet constructs scenarios in brand communication,and carries out precise marketing cases to discuss the importance of scenarios to brand communication.It is important to prove that the scenario is the solution of brand communication in the multi-screen era.It puts forward the construction method of brand scenario,with such a situation,brand communication is facing a new dilemma-how to attract the audience,so that the audience's attention is not distracted,how to accurately marketing the audience.Therefore,this paper focuses on the core issue of how the brand fits the new era of puts forward the strategy of building scenario,and carries out precise marketing.These changes have certain enlightening significance for brand communication.