Research On The Communication Strategy Of Changsha Time-honored Brands In The Era Of We Media

In the past,Changsha time-honored brand,as the embodiment of Changsha regional culture,has been widely recognized by the society by its excellent product quality and profound corporate culture.But in the analysis of the status quo of Changsha time-honored brands,it is found that Changsha time-honored brands are struggling in the local market competition.How to solve the current problems in the development of Changsha time-honored brands,so that Changsha time-honored brands to restore vitality,a firm foothold in the fierce market,has been imminent.With the popularization and deepening of the network,"We Media" platforms equipped with network technology have emerged one after another."We Media" platforms have become the trend of the information society,bringing a new breakthrough for the development of Changsha time-honored brands.By taking advantage of the advantages of "We Media" platform,in-depth interaction between brands and users can be realized and traditional brand publicity methods can be changed.Therefore,most of Changsha time-honored brands follow the trend of "We Media" platforms and have successively established relevant "We Media" platforms for Changsha time-honored brands.However,the "We Media" platform is a new thing after all.Changsha time-honored brands developed with the help of "We Media" platform inevitably have problems in the specific operation of promotion and communication.Taking 39 time-honored brands certified by Hunan Department of Commerce as the research object,this paper makes an in-depth analysis of five "We Media" platforms,including official website,official microblog,WeChat public account,official short video of Douyin and Taobao flagship store,to explore the problems existing in the use of these platforms.Through the research data and results,it is not difficult to find that in Changsha time-honored "We Media" platforms,there are problems such as lack of management of released content,lack of external communication ability,insufficient attention to brand awareness,and too fragmented information related to some brands.Therefore,in combination with the advantages of we-media platform,this paper proposes to integrate Changsha time-honored brand we-media platform by using WeChat public account,and points out the optimal path for Changsha time-honored brand we-media communication,including strengthening visual presentation of brand we-media and improving visual interaction of brand in we-media communication,etc.The aim is to help Changsha time-honored brands establish their communication strategy of "We Media".