Study On Self-media Brand Design Of Short Catering Video Based On Brand Attachment

With the rapid development of the self-media under the mobile Internet,a short video has become an important direction for the self-media development,with the high information acceptance degree,living,originality,infectivity and other advantages,attracting more attention.Due to the unclear user demand,serious homogeneity,low quality of content and other problems,the user attachment degree and viscosity degree for self-media are greatly reduced.Therefore,how does short catering video self-media break through the existing obstacles or get out of the branding road to form the user brand attachment,which is the key point of this study.To provide direction and category for research,the paper firstly expounds the background and present situation of self-media brand design of short catering video as well as the definition of research object,concluding that the brand attachment is affected by correlation between brand and self(correlation between self-media and user).Secondly,using big data statistics,the author conducts the market investigation,for data on situation of self-media brand design of short catering video and data on situation of users.Moreover,based on the above data,through brand attachment cause dimension of correlation between brand and self as well as brand design dimension of corporate identity system,the paper does the summary and analysis,gets design elements,and builds the three dimensions under the new path of brand design.Finally,from the three dimensions,it puts forward theoretical guidance strategies for self-media brand design of short catering video.