Research On Brand Communication Of Documentary Channel On Video Website

Since the 21st century,with the innovation of Mobile Internet Technology,new media such as computers,smartphones,and digital televisions have gradually formed.Digital technology relies on data compression and wireless networking technology.Corresponding to "traditional media",humans have entered the new media age.The new media platform has greatly changed the dissemination way of Film and Television Resources.The domestic private market forces have grown continuously,and a large number of visual media such as video websites have appeared.The mobility,openness,and immediacy of Spread of New Media have made documentaries find a more suitable mode of dissemination.The new media platform has accelerated the marketization of documentaries,strengthened the entire media documentary industry chain,promoted the spread and development of documentaries,and even developed cross-border integration of documentaries with other fields.In the fierce market competition,video websites take a differentiated brand development path with documentary channels.Brand communication strategy can firmly build the brand loyalty of the audience and establish industry chain.This paper makes an in-depth analysis from five aspects:the generation motivation,brand connotation,content production source and long-term development strategy in the future.Trying to find out more breakthroughs for the development of Documentary Channel of video website.I hope these researches can provide constructive thinking for the future development of network Documentary Channel.Introduction part reviews the background,significance,research methods and significance-Chapter One sorts out the connotation of documentary brand and brand management strategy,and traces the origin of the development history of online documentary.Chapter Two makes a comparative analysis of the current development of the major network documentary channels.In particular,this paper analyzes the content production mode of Tencent video documentary channel and summarizes its brand localization and products brought about by consumption upgrade.The third chapter analyzes the disadvantages of the video website documentary channel in the current brand building process.In the new-media environment,how does the documentary break through the boundaries between the Deliverer and the Accepter,and what are the strategies to promote the brand of network Documentary Channel.Chapter Four explores how to enhance the adhesion between the video website and the audience,the audience and the audience from the perspective of the change of the interaction mechanism of the audience brought by the media integration,and how the audience can effectively feedback the video website and what kind of influence will audience feedback bring to the production of online documentary.