Research On The Brand Communication Of "Huanggang Geographical Indicators Quality Products" In The Era Of Media Convergence

The depth development of media convergence has brought great changes to the media ecology and also changed the media pattern in the traditional media era.Emerging media and traditional media have not only achieved the integration of resources,organizational structure,and institutional mechanisms,but also achieved a deep integration of communication concepts.In the context of the converged media era,the environment faced by brand communication has also undergone tremendous changes.The rapid development of media technology,the diversification of brand communication platforms,and the enhancement of the personalization of audiences require that brand communication must change its communication thinking.What kind of changes the advent of the converged media era has brought to brand communication,and how to seize the opportunity of the converged media era to optimize the effect of brand communication,it is worth researching these questions.It also has guiding significance for further depth research on brand communication in the future.The article selects the Geographical indicated brand of “ Huanggang geographic indication quality products ” brand as the research object,starting from communication,marketing and other disciplines,and using SWOT analysis tools as the research framework to analyze the existing advantages,disadvantages,opportunities and threats in the development process of “ Huanggang geographic indication quality products ”brand from a micro perspective,and analyze the strategies that this brand can adopt in the future development through the SWOT matrix,and provide theoretical support for the brand communication path.As a strategic measure taken by the Huanggang Municipal Government to achieve rural revitalization,the “ Huanggang geographic indication quality products ” brand has many development advantages,such as national policies,investment tilt,advantages brought by regional visibility,local emphasis on trademark copyright,and the advent of the era of integrated media also provides many opportunities for the development of the brand.However,there are also some problems in the communication process of the brand that restrict the further development of the brand.In particular,the attention of brand communication is low,and the quality of some products are poor,which are not conducive to the long-term development of the brand.In view of the problems in the development of the brand,combining its existing advantages and external opportunities,this paper proposes brand communication path from three aspects: the subjects of communication,the contents of communication and the methods of communication.The first are the subjects of brand communication,they should clarify the brand communication,change the brand communication thinking,and improve the brand communication mechanisms to enhance brand communication capabilities in an all-round way;secondly,the contents of brand communication,which should enhance the appeal of brand content from two aspects: extending the human value of the brand and building the core content system of the brand;Finally,the methods of the brand communication,which should expand from two aspects,namely,the festival and the creation of a combined media communication matrix.