Research On Brand Image Shaping Of "Xiang" Series Columns Of New Hunan Client

With the rapid changes in digital media,mobile news reading has penetrated into the lives of the broad masses of people,and access to news content in mobile scenarios has become a behavioral habit of more and more people.The party and the state have issued relevant guidance opinions and actively promoted the construction of party newspapers to integrate media.Hunan Daily actively carried out network transformation,actively entered the game,launched the "New Hunan" mobile client,and created a series of columns with the word "Xiang",and started exploring the column construction earlier.With the in-depth development of media integration,the importance of column construction has been highlighted.This article takes the "Xiang" series column as the research object,and explores the process and characteristics of its brand image construction.Comprehensive use of positioning,CIS and other related theories to analyze the internal image and external image of the research object.The internal image includes the construction of column ideas and internal management behaviors,and the external image includes the construction of visual images and public relations.Through analysis,it is found that in the past,it is generally believed that newspapers and periodicals disseminate information,not products.This concept has undergone a major change in the context of new media.The party newspaper client is a comprehensive product of "content + service + function + technology",which packs a variety of elements including content.Therefore,while paying attention to content quality,column construction should pay attention to function development,visual design,and technology update.On the one hand,in the new media environment,information is disseminated rapidly,exclusive news is no longer the focus of competition,and user experience has become an important criterion for user selection.Therefore,the development of the column should focus on visual design and interactive experience.On the other hand,news is time-sensitive,and the value of news will gradually decay over time.Therefore,people mistakenly believe that time-sensitive content does not have the value of brand building,especially when the brand concept deep into the column construction level is not strong,when the main body of communication is When it comes to comprehensive products,the brand concept should also change,and brand building should go deep into the column level.The "Xiang" series of columns pay attention to the communication of the concept of emotional value and the design of the visual image.Through a series of online and offline activities,they actively build a personalized brand image.The "Xiang" series of columns actively carry out branding layout and create a unique brand image,which is the next beneficial attempt to integrate the media environment.It is hoped that through the analysis of the brand image construction of the "Xiang" series of columns,this article can provide some reference for the construction of the client column of the provincial party newspaper.