Research On The Brand Communication Strategy Of The Network Documentary Channel

The development of the Internet technology in a large extent reduce the difficulty of the dissemination of information and improve degree of audience participation, general audience on the spiritual and cultural demand is also growing, documentary market to further expand, network documentary channel so under such a background was established. What influence is the network Documentary Channel on the Chinese documentary industry, and what kind of brand communication features during its dissemination? What brand communication strategies can be put forward for these questions?Network documentary channel promotes the formation of diversification of China’s documentary, three-dimensional pattern of communication, breaking the traditional one-way mode of information dissemination, subtly changing our information receiving and delivery. All media era, network Documentary Channel brand communication is also experiencing a series of evolution, we choose to Phoenix video documentary channel, for example, that based on the situation of brand communication of Phoenix video documentary channel, such as word of mouth, personalized communication, experience communication, brand community spread. In addition, network Documentary Channel brand communication process there are many problems that can not be ignored, such as channel identification degree is low, the classification method of tradition, the homogenization of content, and audience interaction is poor. The author puts forward the corresponding strategy, and provides the opinion for the successful brand communication of the network Documentary Channel.. Network Documentary Channel only play Internet blue ocean, from the beginning of the pluralistic approach, gradually sorted out and the difference between TV Documentary Channel, network Documentary Channel to be as a new platform for creation and production of the documentary provides more open, more beyond the immediate imagination space.