Research On The Anthropomorphic Brand Communication Strategy Of DookBook Company's WeChat Official Account Matrix

We Chat,a social media platform with over 1 billion users in China.Its self-media application,We Chat Official Accounts,is gradually becoming an important marketing platform for the publishing industry by virtue of its large user volume,low operational threshold and remarkable communication effect.However,there are problems such as a large gap between the head and the tail.Meanwhile,under the industry trend that the publishing industry gradually realizes the importance of brand communication,brand anthropomorphism,as an effective brand marketing method adapted to the human characteristics of Internet social media,has been perceived and practiced by private book enterprises with high market acumen.Dook Book has built its We Chat official account matrix through three accounts: "Book List is Coming","Film List is Coming" and "Crazy Panda Selling Books",and created unique anthropomorphic images for these accounts,which have achieved excellent fan accumulation and brand communication effects.This paper takes anthropomorphic brand communication strategy of Dook Book company's We Chat official account matrix as the research object,aiming to provide cases and ideas for publishing brand communication.The thesis focuses on research methods such as literature research,case studies,participant observation,and interviews.The following was found through the study: In the age of social media,user needs and the environment for brand image communication have changed,social media has become human-centered,and anthropomorphic emotional communication has applicability in social media,which has laid the foundation for brand anthropomorphic communication strategy.Meanwhile,We Chat,as a typical comprehensive social media platform in China,has become an important channel for brand content marketing to achieve brand communication.In this context,Dook Book's We Chat official account matrix established a strategy of brand anthropomorphic communication,and adopted a communication strategy of creating a friendly and unique persona,providing quality content and services,shaping brand identity symbolic elements,attaching importance to operational values,and emphasizing brand concepts.While achieving good brand communication results,the company also gained 10 million independent revenue from the new media sector,which proves the practical value of the brand anthropomorphic communication strategy for the publishing industry.The innovation of this thesis is to study the new media communication strategy from the marketing perspective of brand anthropomorphism.There are few studies on the new media construction of Dook Book from this perspective before,and there is also a lack of case studies on anthropomorphic communication in the publishing industry.In the end,based on the Dook Book's communication strategy,this paper tries to summarize five measures for publishing companies to realize anthropomorphic brand operation,which provides an anthropomorphic way for publishing industry to realize brand communication.The research perspective of this paper is relatively innovative and has practical value.