Media Environment And Tencent QQ Brand Building

With the development of Instant messaging media,enriching and developing the ways and means of human communication, making human living space and lifestyle has undergone enormous changes. Instant messaging media as a basic form of Internet media, the development process for the dissemination of research has brought new opportunities. In this paper, Tencent QQ as the IM industry of domestic representatives for the study. Starting from the concept of Environmental Studies from the media, "the Media is the environment," to Tencent QQ brand as a living body placed on the development of Network WEB system formed the background of the media environment, From a technical background, the user background and industry background on the Tencent QQ's overall analysis of the external media environment, and so on,combined with the brand life-cycle theory Tencent brand life cycle is divided into import of brand, brand growth, brand and brand maturity duration, build its brand to life cycle analysis, and on this basis, the transformation of Tencent QQ brand strategy and brand building power of the form.This article from the four main parts. The first part, Tencent import brands. Obtained demonstrated the exact location of the brand content to the user to achieve brand awareness, build brand awareness; the second part, Tencent brand growth. Come revision of the brand strategy allows users to create emotional attachment, won the brand reputation; the third part, Tencent mature brands. Analysis of the integration of the brand obtained the user behavior on the brand that resonance, thus building brand loyalty; fourth part, Tencent brand continued. Tencent QQ by demonstrating their own external and crisis response, Tencent brand for the life cycle development model fan.The process of brand building is brand status in the eyes of the formation of the user process. Internet Media Technology to WEB2.0 system from WEB1.0 system over the network media system to create a media environment and build the brand Tencent QQ interaction, mutual promotion and mutual restraint, reflecting the Tencent network media brand building dependence on the environment, thus creating its distinctive brand life cycle the Construction Strategy. Based on the objective situation Tencent brand awareness and brand vision of the future of the life cycle to identify Tencent brand extension direction. Purpose is to explore Tencent QQ instant messaging as the medium of the law of development. The hope Tencent brands and IM has predictable media trends and inspiration to make it more favorable toward the direction of the human way of life.