Research On The Communication Strategy Of "Li Jiaqi" Personal Brand

The deepening use of social networks has gradually amplified the power of ordinary individuals,especially the rise of short video and live broadcast platforms,and ordinary people have been able to use the media to show themselves.More and more individuals with professional knowledge,through deep content cultivation in the vertical field,have generated personal influence in specific groups,especially the influence of specific groups in daily decision-making,which has triggered the upsurge of key opinion leaders.They use their strong influence and right to speak in a specific user group to gradually build a personal brand with the individual as the main brand image,which is sought after by users.Based on this observation,this article triggered a study of personal brand communication strategies.This article selects "Li Jiaqi" as a case of personal brand,in order to study the communication strategy of personal brand.In terms of research methods,this article focuses on qualitative research,mainly using case studies and text analysis.On the basis of the analysis,this article selects Don Schultz's 4I theory as the theoretical support,and analyzes the communication strategy of the personal brand from four aspects.The conclusions are as follows:First,actively create content that meets user interests;Second,meet the multi-level needs of users and exchange value with users;Third,attract users to participate through real interactions,thereby deepening the relationship between users and personal brands;Fourth,actively shape a personalized personal brand image to establish a differentiated Personal brand recognition system.This article believes that a personal brand communication model for collaborative interaction with users is taking shape.This article introduces "Li Jiaqi" into the study of personal brand communication,hoping to provide a reference for this brand's communication strategy.