Research On Brand Design Strategy Of Small And Medium-sized Enterprises In Zhejiang Province In The Context Of Omnimedia

With the continuous innovation and application of information technology on a global scale,the means of information dissemination is becoming more and more abundant,and various emerging media are emerging one after another.At the same time,traditional media continues to innovate with the help of the Internet,and the trend of integration of new and old media is becoming increasingly obvious,bringing humanity into the era of omnimedia.This allows the brand’s communication to have a richer medium and newer integrated communication methods.For small and medium-sized enterprises,having a brand image that meets the characteristics of the times and is rich in cultural connotation helps them to better enhance their brand value.However,the brand value is to give the brand a profound cultural connotation,establish a distinctive brand design image positioning and differentiated visual recognition,in the omnimedia environment,make full use of various powerful and effective communication channels to gain consumers’ brand spirit.The high degree of recognition creates brand beliefs and ultimately realizes the brand belonging of consumers.In the era of all-media,Zhejiang small and medium-sized enterprise brands at the forefront of China’s economic development have become increasingly mature.However,for better survival and development,Zhejiang SMEs are still facing competition with well-known domestic and foreign brands,so brand building has become an important proposition for Zhejiang SMEs.As a brand design that can make consumers intuitively aware,it has become an important means to further enhance the core competitiveness of SMEs.Based on the above background analysis,the author proposes the following brand design ideas according to the status of Zhejiang SME brand design.First,it is positioned from a global perspective,optimizes the allocation of resources for profit,and collaborates with brand strategy management to highlight the corporate brand culture,second,grasps the target audience,implements the corresponding brand design strategy,and fully conveys thebrand culture and Relevant identification of product culture,third,use the advantages of omnimedia communication technology to expand brand influence at low cost,high efficiency,and a wide audience,and enhance brand value to cope with the increasingly fierce market competition.In this article,the author analyzes the formation and development of the all-media context,investigates the current status and actual problems of the brand development of small and medium-sized enterprises in Zhejiang Province,and combs the relevant theories of brand design strategy research by domestic and foreign scholars,and expounds The necessity of implementing brand design strategy for Zhejiang SMEs in the context of all media.Combined with multi-disciplinary theories of management,communication,design,etc.To carry out research,the brand design strategy of Zhejiang SMEs in the context of all media was refined,including: brand design positioning strategy,brand design cultural recognition strategy,brand design vision Recognition strategy,brand design behavior recognition strategy.At the same time,it summarizes the specific methods and contents of implementing the brand design strategy,and forms the theory and method model constructed by this subject.It is the focus of this article and the innovation of this subject.In addition,this article combines the case of Zhejiang small and medium-sized enterprise brand design practice cases that the author participated in during graduate school to explore the feasibility of Zhejiang small and medium-sized enterprises to build brand design strategies in the context of omnimedia.