The Brand Construction Of ACG In The Context Of New Meida

The rise of information technology revolution has profoundly changed the structure of information communication. The Internet and mobile communication as the representatives of the New meida have increasingly highlighted their advantages. The New meida has not only changed the ACG production and its mode of transmission, making great changes in its species and artistic styles, but also brought a new industrial pattern, promoting the ACG industry to change in creation, production, communication and distribution, commercial development, appreciation and consumption and many other aspects. It is a problem in the development of ACG industry to grasp the opportunities in the New meida era and build the New meida ACG brands basing in the Chinese reality. This paper puts forward ways and strategies for the New meida ACG brand building, in order to offer references for the Chinese ACG.This paper starts with the concepts of New meida and ACG brand, the influences of New meida in the production, communication of contents, mode of transmission, and the commercial operation of the ACG industry. Then it figures out the communication features as technology dependence, timeliness, openness and interactivity, and the attribute of the popular culture as a "Carnival" with the character of civilians, grassroots, individuation, diversification of the New meida ACG. From the perspective of industry development, this paper analyses the current situation of policy, technology, market and cultural environment for the development Chinese New meida ACG, as well as the status and the existing problems. From the perspective of the reality of brand value, this paper analyses the attribute, needs and behavior characteristics of the ACG fans and consumers in the contexts of New meida. Based on the analysis of the symbol value of the cartoon images, it points out that the value of the New meida ACG brands realizes with the cartoon images as the core, and puts forwards the reality mechanism of New meida ACG brand value.Based on the New meida ACG industry network, this paper summarizes the patterns of brand building through case analysis. The models can be divided into two categories:rely-on-platform and self-platform. The ONA brand pattern through the video sharing sites, grassroots cartoon images brand pattern through the We Media, and the mobile ACG brand pattern through Open platforms all belong to the rely-on-platform. The self-platform includes the ACG brand pattern through the children’s online entertainment community, and the tradition ACG brands expanding through the digital publishing platform. The common features of these models include "Contents+Channels", interacting and extending online and offline, using the aggregation effect and word-of-mouth communication way of social media, and unique brand positioning and profit sources.Based on the analysis, summary and promotion of the present situation, concept, value realization and the current mode, this paper puts forward the path and strategies of New meida ACG brand construction. Firstly, based on the Dentsu Comb Model and the pyramid structure of brand communication form, this paper puts forward the path and the strategies in the connotation construction. From the path, the core values and symbols as brand soul remain unchanged;the mechanism and the paths, core values&symbols-personalized positioning-emotion triggering, should be relative invariant; Meanwhile, from contents communication-keeping pace with the times-catering to consumers aesthetic, to material extension-industry chain construction consumption expanding, whether the form of communication, brand strategies and value realization, should be "changing". The strategies include brand positioning and recognition, and the industry chain construction with the cartoon image as the core and OSMU. Secondly, in the platform construction, this paper advises that the New meida ACG brands should make the New meida as the platform for production and communication, trade and financing, marketing and promotion, puts forward the strategies to use and construct the New meida platform, and emphasises the importance of the We Media.