The New Media In Beizhen Grape Brand Communication Application And Effect Analysis

Beizhen grape industry has a long history,which is China's first county table grapes,after decades of development since the last century,industry scale is huge,become Beizhen pillar industries in the countryside.But in recent years Beizhen develops slowly,grape Beizhen grape problem gradually attention by people from all walks of life.With the development of the market economy,especially the rise of new economy represented by electronic commerce,the national fruit industry development and pack up,parts of the south and west train speed on Internet development,in contrast,Beizhen grape is always taking product line and neglects the brand construction,lack of market competitiveness has remained at the inherent development level,market share,reputation and influence gradually out of style.Beizhen Grapes to be included in the national hundred strong regional public Brand in 2017,that has also become a grape superior region of agricultural products,the only 2018 Beizhen joint of the municipal party committee of liaoning province agriculture commission,shenyang agricultural university set up has the domestic first-class level of grape Beizhen Brand research institute to carry out the implementation Beizhen Brand revitalization plan(Grapes Brand Developing,GBD plan for short),to Brand as the gripper,creating Beizhen grape industries development.In this paper,in reference to a large number of relevant brand media,new media,on the basis of the results of the study,using literature analysis,descriptive statistical analysis,case analysis,the new media in Beizhen grapes plays the role of the brand communication made a comprehensive analysis.First AIDAS model based principle analysis Beizhen grapes,consumer demand for brand pain points,develop the application of new media brand implantation,brand conferences,seconds kill three application modes and put into practice.Secondly,this article summarizes the three application forms of the specific path to draw out the flow chart,in the process of activity obtained in this paper,through the new media background data fetching the data source.Finally,in the process of reading literature,found that the current in the field of new media and agricultural products brand media did not have formed the communication effect of test model,this article draws on advertising a classic model of NETAPPS analysis model,based on this principle,to build a new media brand communication model,the active data generation into the inspection found that the new media in the model body in Beizhen grape brand advantage,achieve the expected goal.Through further analysis of the data in this paper,the important conclusions are drawn as follows:(1)sales terminal is the important position of brand communication(2)the choice of the form of media product has important influence on brand communication(3)the attraction of the new media content direct impact on the communication effect.According to the above conclusions for the future new media application in Beizhen grape brand media put forward the following Suggestions: first,to use the new media advantage to build the farm IP main characters,with the help of character stories help brand communication;Second,with the help of a short video platform to carry out brand communication activities,make hot topic;Third,we should rely on new media to carry out the accurate transmission,clear audience,reasonable planning,the fourth,spread to electric business platform has its own advantages,promote the brand spread continuously in the trade,on the farm master IP build,small video content marketing,developing electric business platform has its own content plate has been adopted by GBD plan,will be carried out in 2019,one by one.