Research On Brand Construction Of Interest Social Platform "Douban"

The rapid development of mobile social has activated the user demand in the vertical subdivision field.Douban started with the recommendation and sharing of books and audio.After more than ten years of brand exploration,Douban has gradually become the largest and most unique social platform of interest in China.Douban always adheres to the original and independent brand creation path,with high quality community content and diversified community atmosphere favored by users.The brand construction design mode and expression mode of Douban net are unique.First of all,to "create useful value for users" as the core of the concept,to create a brand image recognized and trusted by users.Both from the fresh and simple VI design,or always maintain equal rights and equal user relations,we can see that it attaches great importance to the user experience.Secondly,the brand positioning of bottom-up,interest subdivision and aggregation is adopted to grasp the core user group of literary and artistic youth.Finally,we focus on strengthening the brand communication mode of self and circle,so that users can find the most suitable personal media in self communication,interpersonal communication and group communication.With the increasing scale and influence of Douban users,Douban net has encountered practical obstacles in the process of brand construction.Douban's brand communication ability and business impact ability are declining day by day,website user activity has a downward trend.In addition to the historical attribution of brand development strategy errors,there are also the dilemma of community order anomie under the fuzzy boundary of interest,and the conservatism of operation mode,which greatly weaken its brand communication potential energy.In this regard,Douban must strengthen long-term planning,explore new business opportunities for community operation,strengthen content investigation and rectify community order on the premise of commercial development,so as to maintain the experience and loyalty of users in interested communities.Douban also needs to increase brand publicity investment,strengthen the brand vitality and radiation.