The Research On The Innovation Of Video Sharing Website Brand Shaping Path

The video-sharing site,as a major form of entertainment for the current internet users,can bring the user a different viewing experience.As long as you hold the intelligent terminal(mobile phone,tablet computer,etc.),connected to the network,you can watch the video of their rich content whenever and wherever possible,the rich content and convenience has been praised by the majority of users.Currently,the market size of video sharing sites already above 7 billion,the competition between each other also entered the“second half",the focus of competition from the resources and IP gradually transformed into users.Brand,as an important factor affecting the user's choice,has been the focus of the major video sharing sites.Then,the websites have launched their own brand upgrade strategy.Under this background,this paper based on the brand theory and the path dependence theory,in reading a lot of literature on brand building and based on the previous video sharing website brand shaping path,combined with the current development of the times and technology,refined the innovation path of brand shaping for the video sharing website under the new era.At present,China's video sharing website branding path innovation mainly from two aspects,one is the innovation of the traditional brand shaping path,the other one is to find the current suitable for video sharing website brand innovation path.Based on previous literature collation and summary,the author finally formed six brand innovation path,namely:advertising brand communication innovation,public relations brand promotion method innovation,new media tools innovation,value innovation,technological innovation and cultural innovation.