| With the continuous innovation of media technology,the live broadcasting industry develops rapidly,and the number of live broadcasting enterprises is increasing day by day.Huya,Douyu have been listed,become the "pioneer" of live broadcast corporate,Inke,Pepper,Stars and so on,it is poised for further development,and it is pursuing the "leaders",which makes the live streaming rivers and lakes "turbulent".Currently,according to CNNIC the 44 th statistical report on the development of China’s internet shows that,as of June 2019,internet was online the number of users reached 433 million,an increase of 36.46 million over the end of 2018,accounting for 50.7% of the total internet population.Carnival for all after,leave live broadcast market in a mess,vulgar,prejudice,filthy and other label live broadcast impression that has become people’s "collective memory" for the live broadcast platform,and this series of stereotypes not only affect the construction of corporate image structure,also hinder the healthy development of the live broadcasting industry."Corporate image" refers to the impression and evaluation left on people by what an enterprise does.Good corporate image is a very important factor to attract the audience,it is also an important link for enterprises to have competitiveness.This article chooses "Douyu",in 2019,it will be the second live-streaming listed company after Huya.As a "star" company in Wuhan,as well as the "leading" enterprises in the field of network broadcast,they have their own unique advantages in building corporate images,meanwhile it is disadvantage.By studying the corporate image of Douyu,we can provide reference for similar enterprises measures to make a good image for enterprise development.This paper mainly adopts three research methods: literature analysis,case study and in-depth interview.The body is composed of four parts.The first chapter is mainly to define the definition of the general enterprise in the image construction the main ways and the necessity of corporate image construction.The second chapter is the key chapter of the article,focusing on imaging construction of Douyu company,mainly discussed from three aspects: enterprise concept,enterprise behavior and visual image.Apply the relevant knowledge of "frame theory" and "semiotics",and then from the communicator,audience,channel,message,effect five to summarize its characteristics in image construction.The third chapter mainly studies the process of image construction of live broadcasting enterprises problems,such as ideas: the tendency to vulgarize collective memory;behavior: the stigma of poor supervision like;visually: aesthetic fatigue with similar styles.Chapter four deals with the problem of "what to do" in chapter three,this paper proposes countermeasures from the perspectives of the host,enterprise and audience.Based on a case study,this paper deeply analyzes the "gain" and "loss" in the image construction of Douyu,and holds that Douyu is straight the anchor of broadcast platform,depend on "take off" and "show" the behavior that breaks through propriety perhaps have short "spring",but certainly it have not future;as the enterprise platform itself,it is left to its own devices,pays no attention to supervision and image construction,and can produce "content",but it must not creates brand;finally,as the audience,the freedom given by live broadcasting may be worth "reveling",but it loses value the freedom should be "vigilant". |
