Research On Brand Communication Strategy Of Domestic Advertisement Periodicals Based On Micro-Letter Public Platform

The mobile internet is coming, and new media means of communication is emerging in an endless stream. New media is constantly shunting and devouring the reader market of traditional media. Audience reading habits become individuation, socialization, mobility, and fragmentization. All these bring narrow public dissemination of the brand communication of domestic advertising periodicals not only unprecedented challenges, but also significant opportunities—Wechat Official Accounts. Wechat offered brand communication of domestic advertising periodicals another opportunity. This makes the brand communication of domestic advertising periodicals a big change from details to modality.Under this background, the article studied Wechat Official Accounts, Wechat branding, the brand communication of domestic advertising periodicals concept by referring to theoretical concept and literature, and focused on the brand communication of domestic advertising periodicals on Wechatb official accounts strategies. Firstly, we analysed the situation and problem of Wechat official accounts advertising. Secondly, we studied from the first Wechat official accounts advertising of the magazine Chinese Advertisement.This article overviewed the feature of Chinese Advertisement and Wechat official accounts, and focused on analyzing its brand communication concept and strategies by studying writer’s internship program in Chinese Advertisement. And meanwhile, we got the feedback of its brand communication effect through the key index data information and market research analysis.This article thinks that Wechat official accounts brand communication should include communicator strategy, positioning strategy, content strategy, release strategy, communication strategy, and consumer-oriented as basic guidance. And establish the system of Wechat official accounts brand communication. I hope that this article can help domestic advertising on Wechat official accounts develop better.