Brand Communication Strategies On Official We-Media Plat-Form Of Water Cube

The internet technology has developed in an extremely high speed these years.It not only changed the pattern of traditional media,but also lead us into a new media era.A large part of enterprises and institutions started to realize that it is necessary to use internet to do their brand promotions.Because of the large numbers of audience,high degree of freedom,low price of cost,We-media platform has gradually become one of the most important base camps of enterprise's brand promotion.These platforms include WeChat public platform,Weibo,Toutiao,Zhihu,Tik-Tok,etc.Enterprises and institutions set up official account on these platform to assistant their brand work of public relations,propaganda and promotions.As important sports enterprises of China,our country's large stadiums also adapted to the new media trend,learned to use We-media platform to do their work of brand promotion.This article will set the brand promotion strategies on the official We-media account of Water Cube as research objects,use research methods of observational method,case study and experience summary to analysis the brand promotion strategies on its official We-media platform.And this article will integrate the four elements of brand promotion,which are subject,object,channel and content,to the four aspects of brand promotion strategies on the Water cube official We-media account: Positioning strategy,Users strategy,channel strategy,content strategy.It will analysis the brand promotion strategies on the Water cube official We-media platform based on these four aspects,conclude advantages and disadvantages.According to the research results,as for the Positioning strategies,the Water Cube use the strategies of combining authoritative seriousness and kindly vitality;as for the users strategy,it adopt user's layer structure strategy and reward mechanism strategy;as for the channel strategy,the Water Cube use the strategy of jointing multi-dimensionalchannels;and for the content strategy,it adopt the strategy of implanting brand promotion content,and utilizing the super IP content.And this article will also combine other large stadiums' official We-media account operations to sum up the general brand promotion strategies and its disadvantages.In connection with the research results,this article will give some applied promotion suggestions.