Research On The Construction And Communication Of We Media Brand From The Perspective Of All Media ——Taking Xinshixiang As An Example

The advent of the all media era has changed the way we produce and obtain information.The development of Internet technology has also changed the relationship between sender and receiver.In this context,attention economy has become an important resource for media brands.Relying on the development of content products alone can not cover the diversified needs of the market.It is urgent to explore a more effective way of brand construction and communication.The self media brand growing up on the basis of new media technology and platform has the dual advantages of channel and technology,which can accurately capture the needs of the audience,comprehensively transmit brand information and achieve good brand communication effect.Therefore,in-depth study of the brand construction and communication strategy of we media can provide practical reference for all kinds of media brands to take the road of branding in the new communication environment.Taking the self media brand xinshixiang as a case,this paper analyzes each link of the brand construction of xinshixiang through literature research,case study,comparative research,combined with the relevant theories of brand research in communication and marketing.Due to its accurate brand positioning,demand capture and unique communication strategy,xinshixiang has established a good and highly viscous user relationship,which resonates with the audience in terms of content and values,and fits the audience's habits in terms of media channels and communication forms,so as to obtain a good communication effect.However,with the rapid development of the we media industry and the rapid growth of xinshixiang itself,there are problems such as inflammatory communication and over marketing,which affect the reputation and image of the brand and are not conducive to the promotion of a wider range of brand communication activities.Therefore,simultaneous interpreting the choice and development of channels should be emphasized on the basis of guaranteeing the quality of content.At the same time,we must strengthen cooperation with traditional content fields,revitalize content resources,and fundamentally improve the level of content production,so as to maintain the long-term development of brands.