The Study Of The Brand Communication Of Domestic Digital Publishing

The influence of digital publishing in Chinese publishing was raising in recent years, developing way gradually from the content development to brand strategy, however,the change in the media for digital publishing brand media brings the new way and thinking.As domestic digital publishing giant,Cloudary in the industry of the brand strategy provides a new thinking to the industry. In this thesis, based on the perspective of Cloudary brand communication industry structure,marketing model and brand communication strategy is analyzed,and the deconstruction ways and problems of its brand strategy, broaden the research on digital publishing and brands in terms of theory of dimensions, from the perspective of practice,refined analysis of Cloudary that the creativity and influence produced by mature copyright marketing and entertainment industry chain,to promote its brand value and competitiveness.Chinese digital building common problems of publishing brand put forward relevant Suggestions, in order to improve the brand promotion and communication effect.