Hefei Dawei Characteristic Small Town Brand We Media Communication Strategy Research

This article is aimed at the current rapidly developing characteristic small towns,how to use the advantages of self-media to carry out the strategy research of small town brand communication.The concept of characteristic small towns here includes both administrative towns and characteristic towns with industrial attributes.The researcher selected Dawei Town,Hefei City,Anhui Province as a case study of characteristic small town brands,and found that the development model of characteristic small towns has stood out in the promotion of rural revitalization and development,but its brand influence has not been in the process of Internet communication.Did not really open the situation.The case study found that in the process of brand dissemination,the characteristic small towns were not strong in brand awareness in the early stage,insufficient external forces or excessive publicity costs,etc.,which led to the dispersal of the dissemination of the main body is not strong,the dissemination content is monotonous,the dissemination channels are too old and clichéd,and Audience positioning is not clear enough.With the development of communication and media technology,self-media platforms have become an important channel for people to connect to society.From PC to mobile,from video sites to short videos,from social software to news and information App,the influence of self-media has spread all over life.It is becoming more and more important for characteristic small town brands to export characteristic industrial culture to the outside world through the integration of self-media,increase social influence and attention,and drive the development of rural industries.This article is based on the factors restricting the brand development of characteristic small towns and the case study of Dawei Town.Through field interviews and investigations,questionnaires of target groups,case analysis,and SWOT analysis of Dawei Town,it aims at the current situation and main problems of the small town's self-media communication.Summarize the "six major factors" and the "four-in-one" brand communication strategy plan that affect the brand communication of characteristic small towns from the media,and give strategies in terms of communication subject,content form,platform cultivation,etc.,in order to optimize the characteristic small towns of Dawei The brand communication effect of the brand and expand the brand influence in the province.