| With the development of network technology and enrichment of Internet service content, the online video has became the most important service in the Internet industry, meanwhile, it is also an essential part of people’s daily life. The rise of online self-made program is the result of audience market differentiation, but serious polarization in program quality due to internet related system is imperfect, some programs are poorly made, vulgar content and lack of artistic value. On the other hand, such as the pressure from the traditional media, rapidly changing needs of users, the impact of internal and external environmental factors led to excessive entertainment and homogenization of online self-made program. All of these have greatly hindered the further development of the online self-made program. Meanwhile, it is imperative to follow the path of brand development, so that online self-made program can survive and win in competitions.Based on the status quo, this article uses the theory of journalism,communication, combined with brand science and marketing, to summary the process of the online self-made programs’ development, analysis of the practical problems of online self-made programs’ brand communication, and give the reasonable advice in practical operations.This paper has five chapters, the first chapter puts forward the motivation, innovation point and research methods of this paper, and the review of the literature of online self-made program.The second chapter is the definition of online self-made program. It lists the rise reasons, characteristics, and problems. The third chapter is the introduction of the brand communication theories. According to the theory of brand communication, the forth chapter describes two successful self-made programs in Chinese video websites, and from the point of communication factors analysis its advantages and disadvantages. At last, according to the detailed analysis of the previous chapter, this paper puts forward the corresponding strategies on online self-made programs’ brand communication: with integrated positioning to establish the overall brand awareness, focus on audience segment to achieve community spread, with diversified communication channels to improve the whole industry chain model. |
