Research On Brand Image Communication Of Short Video Platform "Kuaishou"

The development of network technology promotes the change of communication mode.Among the new ways of communication,the short video,which is time-consuming,low threshold of production and social interaction,has attracted much attention in the mobile Internet era.By February 2021,more than 40 short video apps could be found in the mobile App Store.In order to stand out in the short video market with homogeneous functions,enterprises need to carry out brand management to create differentiated brand image,and expand popularity through brand communication,increase the contact between users and brands and generate positive associations.KuaiShou,a short video platform that provides users with less than five minutes of video production and sharing,was the second most active video platform in the world by June 2020 and was launched successfully in February 2021.Due to the extensive management and lack of supervision in the early stage of the platform,as well as the insistence on decentralization of the algorithm,any user's video content may be recommended to the home page,resulting in a lot of users who have no expertise and skills and can only get attention by seeking novelty and vulgar content.Such video by the media and other platforms attention and criticism,making "KuaiShou" in the early stages of development has shown a more negative public image.In this context,"KuaiShou" began to shape and spread the brand image,with a view to reversing the public impression of products,to obtain better development.In this paper,the content analysis and questionnaire survey methods,focusing on "KuaiShou" in the process of brand building and the specific strategies taken and the actual results achieved.First of all,"KuaiShou"early analysis of the public image,roughly outline the early "KuaiShou"of the public image.Secondly,from the two dimensions of brand building and brand communication analysis of "KuaiShou" to take specific strategies.Thirdly,this paper analyzes the effect of brand communication from two aspects of brand visibility and evaluation tendency,and analyzes the influence of different factors on brand image according to questionnaire.Finally,according to the above research results,we think about the brand communication of "KuaiShou" and other short video platforms in order to provide reference for the follow-up research.