| Online variety shows have become one of the main choices for modern young people to entertain and relax.High-quality,high-reputation and high-heat online variety shows have emerged one after another,which directly indicates that spring has come in these years.A variety of corporate brands are constantly joining in and attempting to attract a man young in years through online variety shows.In the trend of network variety show,the ways and means of brand communication have promoted and advanced,but there are also a series of corresponding problems.Based on the theory of communication,this paper analyzes the case of brand communication under the tide of network variety show to deeply discuss the development status of brand embedded advertisement in network variety show,as well as the integrated marketing strategy outside the show,and summarizes the experience to analyze the existing problems.In the end,the article provides valuable Suggestions on the integrated marketing communication strategy of the brand around the network variety.This paper studies the current situation and problems of enterprise brand communication under the trend of online variety shows by three research methods: literature analysis,content analysis and case study,and takes online variety shows as the starting point to discuss how to carry out effective communication of enterprise brands in the Internet era,so that enterprises can establish the communication awareness of new media brands and attach importance to the communication of brand integrated marketing.The study of this paper is of great significance to improve the brand value of enterprises,accelerate economic development and promote the upgrading of social industry and it also creatively analyzes the influence and change of the rapid development of Internet video on the brand communication strategy of enterprises,which is of certain value to the development of the brand communication theory of enterprises. |
