Research On Brand Communication Strategy And Effect Of Constellation Culture IP

With the rapid development of the Internet,IP branding has become a new phenomenon,and more and more self-media people begin to dig into the fields they are good at and devote themselves to incubating a strong IP."Uncle Tongdao" was born in weibo,and grew from an opinion leader who spread constellation culture to a constellation super IP,and finally succeeded in branding IP.In the field of constellation culture,"Uncle Tongdao"is a well-deserved leader,whose unique constellation culture content has laid a solid foundation for the growth of the brand.This paper mainly analyzes the growth process,brand communication strategy and brand communication effect of "Uncle Tongdao" constellation culture brand.The first chapter is the introduction,which summarizes and sorts out the significance,content and research overview of the research.In the second chapter,the concepts related to constellation culture and the theories used in the research process are sorted out.The third chapter systematically summarizes the content positioning,growth and product extension of the constellation culture brand of "Uncle Tongdao".The fourth chapter through the method of case analysis,combined with the 41 principle and brand positioning theory,"Uncle Tongdao" constellation culture brand communication strategy is analyzed,trying to summarize the characteristics of its communication strategy.In the fifth chapter,a questionnaire survey is conducted through quantitative research to collect the feedback data of the audience on the constellation cultural brand of "tongdao uncle"from the perspectives of cognition,attitude and behavior,and to discuss whether the communication effect is significant.Chapter six submits the problems in the brand communication process of"tongdao uncle "based on the investigation and research,and puts forward specific suggestions for improvement.The study found that the brand communication strategy of "tongdao uncle"has the characteristics of personalization,interest,interactivity and interest,and its brand communication effect is ideal,the audience's recognition and satisfaction are relatively high,and the brand's purchasing power is also very good.However,at the present stage,there are some problems in the brand communication of "Uncle Tongdao",such as the narrow coverage of the audience,the low degree of audience satisfaction and the slow pace of innovation.This paper discusses the communication strategy and effect of "tongdao uncle" constellation culture brand,hoping to provide some valuable content for brand communication in the Internet era.