Research On Integrated Marketing Communication Strategy Of Non Heritage Brand Based On Media Convergence

The advent of the Internet era has prompted the integration of various media,showing the trend of media convergence,and the inherent mode of brand communication has been challenged,and it also brings important opportunities.The research background of this article is that media integration is based on technology,the cooperation between different media is continuously extended,and the interaction between the media and the audience is strengthened,and the brand communication of intangible cultural heritage has changed from content to form.In this paper,the concepts of media integration,brand communication,brand digital communication and non legacy brand are combed,and the research targets are focused on the digital communication strategy of "three color art" brand under the media fusion."Three color art" brand is a more prominent brand in the heritage of the Tang tri colored art,which integrates the classic art of Tang three colors and the aesthetic quality of modernization,but there are still some problems,such as unclear brand positioning,and single brand communication means.In view of the above problems,this paper studies the digital communication path analysis,effectiveness analysis and existing problems analysis of the "three color art" brand,constructs the brand strategy path under the media fusion of the brand,and improves the brand digital measurement under the media fusion,and then makes the visual construction of the brand web page and the WeChat public.Number building,brand IP design practice,the use of digital communication to create a seamless experience,improve brand awareness,so as to deepen and magnify the effect of brand communication.