Research On The Brand Communication Strategy Of NetEase Media

In the Internet age,with the rapid development of network information technology,various information technologies have been integrated into the practice of news dissemination.Big data algorithms have changed the way that news information is produced and disseminated,and news dissemination has undergone profound changes from form to content.News portals are facing serious problems of homogeneity of news content brought about by the precise algorithms of big data.At the same time,due to the impact of big data algorithm technology,the influx of self-media has distracted the attention of the audience,and the needs of news audiences have changed.As the mainstream media,traditional news portals have lost their original authority status and are facing severe challenges.Faced with such severe challenges of the times,Net Ease Media has given the industry a satisfactory answer.In the past two decades,Net Ease Media has gradually transformed from the traditional news portal "Net Ease News" to the pan-entertainment information media platform "Net Ease Media".Net Ease Media has firmly captured the attention of young audiences in the brand transformation,highlighting its inclusive and open brand culture.The valuable experience of Net Ease Media's brand innovation has left enlightenment for the brand transformation of traditional Chinese news portals.By consulting and sorting out the literature,the author combed the current academic research on Net Ease.At present,most of the research content of the literature was about Net Ease's business strategy,the evaluation of Net Ease products and the research of Net Ease news products themselves.Although the research on brand communication of Net Ease News has not attracted the attention of academic circles,it is worthy of our study.This article takes the brand communication development of Net Ease Media as the research object,analyzes the success of Net Ease Media's brand communication strategy,and provides experience for the brand transformation of China's traditional news portals,and hopes that China's traditional news portals can go beyond their own road of brand innovation and brand transformation.According to different research perspectives,this article summarizes the research literature related to Net Ease and news portals,and sorts out the theoretical basis of this article: brand communication related theories,consumer society and symbol communication related theories,which can provide theoretical basis for the following research on brand communication strategies.Secondly,this article sorts out the status quo of the development of Net Ease Media's brand communication.In the past two decades,the production and dissemination of news information has undergone profound changes under the background of the Internet era.Net Ease Media took the lead in transforming from the traditional news portal "Net Ease News" to a pan-information media platform.Then,this article selects Net Ease Media's typical "mourning and healing" theme series of brand communication strategies,using brand communication theory,mass Communication theory,semiotic theory and other related theories,from the communication subject,communication content,communication channels,and communication effects,to analyse,research and summarize the characteristics of Net Ease Media's brand communication strategy:Constructing the brand image with the two-dimensional IP symbol;constructing the brand community with customized creative content;and deepening the two-way interaction with the audience with a three-dimensional and creative communication method.Finally,this article summarizes the advantages of Net Ease Media's brand communication and puts forward practical suggestions for traditional news portals that require brand innovation and brand transformation.The author proposes that traditional news portals need to strengthen brand symbolic thinking in brand communication strategies;pay attention to the construction of brand communities;and use experience marketing to enhance two-way interaction with the audience.Traditional news portals can remain invincible in market competition only by following the trend of the times and attaching importance to brand innovation and brand transformation.