Research On New Media Communication Of Nanjing Time-honored Brands

Nanjing time honored brand has a profound historical and cultural heritage and distinctive regional characteristics.However,with the development of the times,some time-honored brand enterprises fail to fully grasp the needs of the main consumer groups of the young generation,and are complacent,facing the dilemma of brand aging and gradually losing market share.At the same time,in brand communication,the attention to the use of new media is not enough,the publicity effect is not good,and the brand awareness is not as good as before.Time-honored Internet plus brand theory is the main research object of this study.Based on the theory of Internet and brand communication,the paper studies the new media communication strategy of Nanjing time honored brand in the mobile Internet era,based on the 93 Nanjing time honored brand enterprises in Nanjing.Firstly,the background of new media communication in the mobile Internet era is sorted out.Secondly,from the perspective of producers and consumers,this paper explores the new media communication status of Nanjing time honored brand enterprises in the mobile Internet era.Then,from the perspective of sound wave communication,this paper analyzes the mechanism of brand sound wave on time-honored brands,and tries to analyze the whole process of new media communication of time-honored brands from the theoretical level.Finally,based on the background of the mobile Internet era,this paper puts forward targeted strategies and suggestions for the new media communication of Nanjing time honored brand.The main innovative research points of this paper are as follows: first,in the process of using mobile Internet technology for new media communication,Nanjing time-honored brand is facing the problems of audience cognition and brand awareness differentiation,transmission supply and demand dislocation,and insufficient publicity;Second,based on the theory of sound wave communication,this paper analyzes the mechanism of time-honored brand communication from four aspects: Construction origin,continuous voice,echo resonance and silent precipitation;The third is to put forward the Nanjing time honored brand in the mobile Internet era of new media communication strategy.