Brand Innovation Under New Media Marketing

In recent years,with the continuous development of media technology,the application of new media such as Weibo and WeChat public accounts in brand image formation has become more and more common.The new media not only brings better interaction to the change of communication mode,but also promotes the diversification of information distribution channels.WeChat can be used to release warning information and service information,which can replace SMS warning.The WeChat platform can disseminate information in a more real-time and proactive manner.Information via the WeChat channel travels faster,is more personalized and wins more recognition from the public.The new media has greatly affected the way the brand audiences receive information.The audience can keep abreast of all kinds of information related to the brands.Similarly,the brands can use the new media to promote their products,services,brand culture and etc.,so that the audience can have a better understanding of their concept and image.At present,people are getting familiar with the new media.More and more are releasing information and participating in online discussion via new media such as Weibo and WeChat.The influence of new media on branding is also growing.As Weibo gradually becomes mature in China,WeChat has also been partially applied,but the differences in geographical and industrial distribution are still quite large.The overall situation of WeChat is similar to the development of Weibo in its early stage.From the practice of multiple institutions and departments,we can see that the current WeChat operation is based on the foundation of Weibo.However,in the future,the development of WeChat is likely to break away from and even surpass Weibo and become an independent and personalized information platform.To sum up,at this stage,the brand side's brand promotion via the new media depends on two main platforms,Weibo and WeChat.Generally speaking,thesis related to the government is more likely for political science and public management,while analyzing the branding is a hot topic in economics and management research.The concept of government brand is not common in the literature,because the traditional brand concept is mainly reflected in the marketing activities in the commercial field.The author tries to study the role of new media in the branding of non-profit organizations,government and other institutions from the perspectives of branding and new media marketing.This paper takes the operation of Shenzhen Traffic Police new media platform as the research object,to explore how to formulate and implement the government brand strategy by learning from the brand strategies in the commercial field.A good government brand strategy can not only establish a good government image,but also effectively improve public satisfaction,and ultimately achieve sustained and rapid economic and social development.The generation and operation of government brand is not only the product of contemporary government management innovation thinking,but also the extension of commercial brand concept in public management.It is a new interpretation of business management theory such as brand building and new media marketing.