Research On Strategy Of Brand Communication Based On Subculture Of Youth

In the traditional social and cultural context,youth subculture has been regarded as a non mainstream and marginalized vulnerable group.The emergence of Internet and new media technology provide a necessary platform for young subculture group's vocalization and performance.In the brand communication and network culture of the Internet era,youth subculture phenomenon such as "Diaosi Culture","Sang Culture","Fans culture" has become the hot occasion in brand communication.In recent year,Ai Qi Yi's homemade "RAP CHINA" has aroused hip-hop culture upsurge.It has made the hip-hop culture,originally known as underground in China,become a hot topic of concern and popularity in a short time.Since the hit of hip-hop music in China,some popular brands are keeping up with the hot trend..Hip-hop music has become a popular advertising material.Combined with the hottest brand communication phenomenon in 2017,hip-hop culture,as an important member of youth subculture,has become an important example of brand communication strategy based on youth subculture.This paper first summarizes the application status of youth subculture in brand communication,combining the effects of using subculture in brand communication.Then the author takes the brand owners,consumers,hip-hop emotions and hip-hop characteristics as the entry points,and analyzes the motivations and special functions of youth subculture applied to brand communication.Then taking hip-hop music as an example,the strategies of youth subculture in brand communication are discussed from the aspects of brand culture,brand partners,channel media and audience in the process of brand communication through sorting out recent cases of hip-hop elements in brand communication.Finally,according to the problems of hip-hop culture and other youth sub culture in the brand communication,the paper put forward the corresponding improvement suggestions,and tries to put forward the application direction in the future,hoping to provide a reference for the application of the day after the youth subculture in brand communication.