Research On Brand Communication Strategy Of BL Video Platform

BL video platform is one of the most important online entertainment communities for young groups in China.Its outstanding feature is its powerful barrage function.It is very different from the conventional video website.The website can provide users with comments while playing video materials,and present the comments on the screen.This novel video viewing experience enables the bullet screen to create a community-based video viewing atmosphere without the restriction of time and space,Promote the development of BL video platform into an interactive and sharing network platform with significant innovative characteristics.In recent years,the number of users of BL video platform has increased significantly better than expected,the operating status of the platform has been greatly improved,and the video content has been greatly enriched.However,in the process of rapid growth,BL video platform has also produced many problems.With the increase of the number of users and the enrichment of video content,brand communication has gradually become an urgent problem to be solved at the current stage.Based on the "5W" theory proposed by raswell,this thesis discusses the five communication elements of BL video platform brand,selects three self-made brand communication contents in BL video platform as cases,and uses data mining method to analyze its communication effect.Through research and analysis,it is concluded that the brand communication of BL video platform mainly takes videos uploaded by professional users as the main communication content for network communication.The audience is mostly young people after 95 and 00,with wide popularity and long average duration of users.From the perspective of users' perception of brand communication,the communication effect is also ideal.Generally speaking,BL video platform is in a period of rapid development,Good positive feedback on brand communication.From the research and analysis of various communication elements,it is also found that there are some existing problems in the brand communication of BL video platform,which are mainly reflected in the richness and quality of communication content to be improved,the narrow audience range and the reduction of brand reputation.Finally,according to the existing problems,this thesis puts forward brand communication strategy suggestions.BL video platform needs to establish a perfect content production incentive and supervision system to further expand the audience types and improve the brand reputation.It is also expected that the text data mining ideas and methods used in this thesis to evaluate the brand communication effect can provide some reference for the brand communication effect evaluation of Internet applications in the future.