Study On The Digital Branding In The Network Environment

With the growth of internet economy, Internet develops rapidly and mobile terminal, like cell phone, are widely used. New network platform where three networks integrate is gradually build creating a brand new way to convey information and a new form of brand expression-digital branding.In the new environment of dissemination, as an entirely new form of brand dissemination, digital branding brings people great convenience. However, there are more deficiencies in the development of digital branding in China comparing with those in foreign countries for various reasons. Small and medium-sized enterprises can not take effective actions to deal with this kind of dissemination environment.From the perspective of management, China is short of the relevant management strategies of digital branding's development. Many enterprises'managers don't really understand the connotation of digital branding. These enterprises simply emulate the foreign brands without making a thorough study on the essential characteristics of the digital branding and the tremendous influence it has on the enterprise. From the view of designing art, further discussions and studies are needed, for instance, the relationship of human being and digital branding, the immediate experience that digital branding can bring, how the interface design of digital branding gives different feelings to people. How do the enterprises integrate the characteristics of brand communication in network environment into building their own brands from their own perspective.Based on designing and communication science, the relevant knowledge of management and psychology, the communicating environment of digital branding and the current situation of Chinese enterprises'digitalization, this paper studies the difficulties which digital branding faces in its development at present, and puts forward the basic definition and constructing methods of digital branding. On the basis of the traditional communicating characteristics of digital branding, this paper further brings forward the communicating method study with the characteristics of virtual display and multi-screens integrated communication, and then it analyzes the communicating characteristics with specific cases, and how to integrate the enterprise's image in the process of virtual display and multi-screens integrated communication. With the study of communicating characteristics of digital branding, this paper also makes an analysis of the problems in the development of Chinese digital branding. Finally, this paper puts forward the developing goals and basic direction of Chinese digital branding in the future, hoping that it can help the Chinese enterprises better publicize their brands by network in the new environment and offer some new ideas to build their own digital brands.