The Brand Marketing Model And Communication Effect Of "TuiMao"

Along with the advent of the Internet new media enterprises gradually grow up.Compared with traditional media,new media companies can set up their own brands through more channels."Tuimao" as a new media companies should take on the lift of the era,through the integrated marketing communications,viral marketing,word-of-mouth,make oneself of the brand in a short period of time to gain mass appeal.As of November 20,2016,More than six million daily active users r registrations on “Tuimao''APP,more than six million daily active users reached five hundred thousand,average daily reading hundreds of individual information,daily average of a single message forwarding fifty thousand.As a the beginning of the new media,“Tuimao” brand building and marketing communication and development mode is worth studying.In this paper,with the core theory of integrated marketing communications perspective,brand building and viral marketing communication to analyze the principle of "Tuimao" brand building and the road to spread the case.This research take “Tuimao" as the main research object,comprehensive use of participatory observation,interview method and questionnaire investigation,analysis on “Tuimao” brand marketing mode and communication effect.In addition,this study selected the "Zhubajie" compared with “Tuimao” company,draw lessons from the successful experience of new media in the future development of enterprise and brand construction.Based on the result of participatory observation and interview method,in response to the first research question."Tuimao" to build the two platforms: cat headlines and twitter treasure advertising electricity trading platform.On the first platform,users can through it in a day browsing novel and interesting news and information and various public push information by completing tasks at the same time to obtain corresponding income,and the platform of the public can also get traffic and fans.Second platform consists of advertisers and content of entrepreneurs,advertisers on the platform looking for high quality content entrepreneurs,implement accurately targeted advertising.Content entrepreneurs will be content to liquidate the platform for advertising revenue,“Tuimao” through the spread of the two platforms to build a brand of its own.The third part analyzes the "Tuimao" brand communication effect,mainly through the questionnaire survey to "Tuimao" user,the conclusion is: in the use of "cat headlines" users,friends from the department that this APP in the majority,can forward profit is the main motive of their use,although the "Tuimao" forward earnings way easy to make money,but due to some problems such as withdrawal not disappoint some users to produce.Most users,however,still believe that "Tuimao" brand marketing mode is a success.The fourth part to compare " Tuimao”and "Zhubajie".Through the contrast analysis,"Tuimao" uniqueness and differentiation advantage on brand building.As two different platforms,“Zhubajie” to network platform for the job is creative incubation,and “Tuimao”is a content entrepreneur incubator.The two companies belong to new media,are the ways to develop its own brand of incubation,the difference is hatching object and its marketing mode,to new media creative enterprises have reference value."Tuimao" through integrated marketing and viral marketing to spread their brand,such propagation mode is inherently has certain innovative,founded at the beginning of this pattern also played a big role.Study the mode,can provide certain reference for the future of new media.Therefore,the study of “Tuimao” has research value,and innovative.