| Network video has become the way of entertainment,leisure,an important part of communication in people’s daily life.At present,there are many variousideo website in our country,such as youku,iQIYI,Letv,sohu video,tencent video in a leading position.And mango TV,bili bili also started to become the bestowed favor on newly in this area.The audience’s attention resources become the focus of the competition to the video websites and how can let the audience’s attention more and more concentrated in a single medium become the key to fight for the market.Larry Wright,the chairman of the association of the brand value,once said: “the only way to have the market is a dominant brand.” In today’s serious product homogeneity,brand has become an enterprise that could be the added value identificationin the consumers’ mind,which is the enterprise value of intangible assets.Consumer identity is enterprise ecological system in the foundation of survival in the market.During the collection and organization of the information of the brand communication,I found that the researchabout thebrand communication on the video website in China is rare.The most results showed in journals,magazines in a simple way and few of academic papers.In view of this situation,I think it has a certain meaning and value to analyze the video website of brand communication.Based on the above situation,this paper selected iQIYI video website whose development is rapid in recent years as an example and analyzed iQIYI website’s brand spread and summarizes its successful reasons.Then draweda enlightenmenton thedevelopment of the domestic video website brand.This article is divided into six chapters.The first chapter mainly described the reasons of this topic selection,research status,creative points in this paper and research methods used in this paper and so on.The related conception of the video website and brand communication,the characteristics of the development course,the video website brand communication,as well as iQIYI the basic situation of the company and brand identity were introduced in the second chapter.In the third chapter,embarked from the all the elements of brand communication,analyzed iQIYI website in detailes and summarized its advantages.In the fourth part,mainly talked the problems existing in the brand communication of iQIYI video site.And some countermeeasures were come up with acording the problems in the fourth part in this chapter.Based on a detailed analysis of the previous chapters,the last chapter summarized the key to move video website for the spread of the brand and I think that now brand communication should be more in the content,channel,technology three aspects to grasp.The points of Innovations and characteristics in this paper were that combined what I have learned theoretical knowledge such as economics of media,communication,marketing and brand,“5W” model of HaroldDwightLasswell with the analysis framework of iQIYI video website.And I started from from iQIYI website own properties,the team realized to the transmission channel of the integrated model and innovation,and focused on the commitment of delivering content and perspective to analyzed it.I also discusseed the cause of iQIYI site’s stand out in the process of brand communication and the problems existing in every link. |
PDF Full Text Request