Study Of The Brand Promotion Based On Content Ecosystem

Following the rapid development of the mobile internet and the content ecosystem that built by the internet giant company like Tencent and Alibaba,the category of the internet tools like mobile internet browser,the internet online music tools and etc.are facing the vivid competition within the category even across the category.So with same product functional benefits to consumers and same technical development,how to make the brand breakthrough the red see and become the leading brand in the category in order to seize the leading position in the market is very important also very difficult to the brand owners.At the same time,all the internet giants have invested a lot in the content ecosystem following the booming development of the content industry,lots of high quality content come out in this age,the famous intellectual properties become more and more popular in China market,how to embrace the content and use the content ecosystem for the brand building is also very important while open a window for these tools.This paper use the case study of the typical product QQ browser in the brand promotion activities in the past three years ranking from product strategy,brand proposition,brand functional and emotion appeal and finally the integrated brand communications.The paper also try to dig out and clarify the methodology of the brand to embrace the ecosystem to make the breakthrough in the category which they also face the homogenous competition,and future more to illustrate the importance to do that and the angel to embrace it.Based on the methodology mentioned above,we can find that first QQ browser use the content ecosystem to build the unique brand proposition to form the brand difference.Secondly,the content ecosystem can also help the product to enhance the business whole value chain and form its own ecology,this can build the competitive edge in the category.Third,using content can also express the emotional benefits to the target audience which can better connect the brand with the consumers.Fourth,the halo effect of the high quality content can also be adopted in the intergraded marketing communications.And through the above four aspects we can also conclude that the content ecosystem can help the brand to better output its value to target groups by illustrate the functional value it brings in the process of connect the content with the consumers.Also through the emotional connection and integrated communications the content can also help the brand to change the consumer's' perception which is very initial purpose of marketing.The mentioned findings and the methodology behind the brand can have a more universal meanings,especially to the category with the same situation.For example,in today's online video category,they also face the same thing,the same functional benefits and the much bigger ecosystem,they can refer to the key findings and guide their brand building activities.So the paper has its universal meanings to the whole category.