Research On The Brand Building Of Fan Deng Reading APP

At present,the development of China's audiobook market has entered a rational stage,but there are a series of pitfalls in the brand-building of audiobook platforms.The audiobook platform has weak brand awareness,and the audiobook product has problems such as homogenization of content and uneven quality.At the same time,new competitive brands have joined the audiobook market,reshaping the audiobook brand structure.The universal limitations faced by this series of audiobook platforms urgently require audiobook companies to strengthen their brand-building.In the audio-book market,the brand-building of Fan Deng Reading is of typical significance.The author will explain its representativeness and brand influence from three perspectives: popularity,reputation and loyalty.Based on the theoretical basis of publishing,branding,marketing and other fields,and in the light of the constituent element system of publishing house brand power claimed by Xue Ke and Yu Mingyang,this paper proposes a model suitable for audiobook platform brand-building,and combines the brand construction experience of “Fan Deng Reading”,sums up the rules of audiobook platform brand-building.By doing so,it is anticipated to provide a reference for audiobook publishing work of audiobook platforms and traditional publishing houses in the industry.First of all,the author will analyze the audiobook brand-building situation in the audiobook market and draws a general problem in the brand-building of the audiobook platform.In the new competitive situation,brand-building is very important for the audiobook platform,so it is necessary to improve the audiobook platform and the brand awareness.As a pioneer in the industry,Fan Deng Reading has its typicality and particularity in brand-building while its experience has a strong reference value.Secondly,according to the brand-building model of the audiobook platform,the brand-building experience of Fan Deng Reading will be summarized.The brand positioning of Fan Deng Reading takes value positioning as the core,highlighting the social responsibility consciousness of the platform.Through the humanized brand and materialized brand,the brand character is shaped to create a differentiated brand image.In terms of the brand representation,the brand design and value concept are attached,and integrated to convey the intuitive feeling of warmth,conciseness and practicality.Besides,in the process of brand communication,three-dimensional communication strategies will be adopted to create a diversified brand connotation,and brand competitiveness will be enhanced through brand innovation and extension.Then,according to the relevant principles and precautions of brand-building,the problems existing in the process of Fan Deng Reading brand-building will be analyzed,which is mainly reflected in the static brand positioning.Namely,the brand personality is not obvious enough,the brand naming restricts the brand expansion,the new media matrix is too complicated,and the APP lacks technological innovation.Then,corresponding suggestions for the deficiencies in these five aspects will be put forward.Finally,combined with the actual development of the audiobook brand,it is aspected to provide enlightenment and suggestions to the two different subjects of the audiobook platform and the traditional publishing house.For audiobook platforms,it is necessary to emphasize brand value positioning,control high-quality content resources,and broaden the upstream and downstream of the industry chain.For traditional publishing houses,it is required to integrate their own resources.On the one hand,professional and content advantages will be highlighted,the strengths will be given play and the weaknesses will be circumvented to improve Brand communication ability.