Brand Communication Of DOYU Based On User Experience Operational Research

With the rapid development of the internet and the popularization of mobile intelligent devices in the society,live broadcast as a kind of network ecology appears in front of people.2016 is known as the first year of live broadcasting,with a blowout growth of live broadcasting platform.As of June 2016,there are more than 200 live platforms in China.After the germination,growth and outbreak of the live broadcast market,today's live broadcast industry has entered a mature stage of development.Now,the legal system of the state for the live broadcast industry is gradually improving,and the whole industry tends to be more standardized competition.In the competition of live broadcast platform,douyu live has won the love of many users through deep cultivation of live game.From the beginning of its establishment to today,it has almost occupied the first place in the list of live broadcast platform traffic,and has become an industry giant.Consumers are the end users of products and services,and also the participants of brand communication.Under the background of internet development,the main body of brand communication is gradually shifting from brand owner to consumer,and consumers play an important role in brand communication.Under the background of internet,the emergence of information overload leads to more initiative of consumers in information retrieval.On the one hand,due to the development of the internet,the way consumers receive information has changed from passively receiving brand communication information to actively retrieving brand information they are interested in;on the other hand,consumers process the brand information they receive and the information they feel in their experience,and the continuous emergence of UGC self created content has led to the re interpretation of brand information by consumers,forming The network word-of-mouth around brand information is spread to a wider range through social media.Due to the characteristics of internet products,many internet products no longer emphasize the actual consumer behavior,the consumers of internet products are the user groups of internet products.In the process of users' contact with brands and products,user experience affects the formation of word-of-mouth,so brand owners should not only spread brand information,but also constantly optimize user experience in brand communication.Through the consumer behavior model,we can see that users will experience a process of resonating,confirming information,participating in use and sharing communication when they contact with the brand,which is also a process of users' interest and active search,experience brand values,experience use and experience feeling.By continuously optimizing the user experience,the brand owner can use the household registration tablet and the brand information of his own official channel to achieve the purpose of spreading his own brand.In the structure,the paper is divided into four chapters.In the first chapter,it mainly combs the sips model of consumer behavior and the general situation of the development of douyu live;in the second chapter,it uses questionnaire survey to investigate the users' use and experience of douyu live;in the third chapter,through the survey and analysis,it is believed that the communication channels and creative points should be selected,the brand values should be highlighted,the value identification should be guided,and the interaction of users should be emphasized Dynamic experience and guide word-of-mouth communication is an effective way for douyu to build a strong brand in the fierce brand competition;combined with the situation shown in the questionnaire and the analysis of the focus of douyu brand communication,the paper summarizes the shortcomings of douyu in the process of brand communication in the fourth chapter and tries to put forward suggestions.In the theoretical sense,it expands the new case analysis in the research of product brand communication under the background of internet.In reality,it may also provide some reference for the practice of brand communication.There are many researches on brand communication at home and abroad,and there are also many researches on live broadcast.However,there are few researches on brand communication from the perspective of user experience around live broadcast platform.As Joseph Paine proposed when he advocated the era of "experience economy",more and more people begin to pay attention to the user experience of products.Brand owners should not only fully convey brand information to the crowd,but also constantly improve and optimize the user experience,create public praise with experience,and let the brand promote development.