Analysis Of Corporate Brand Communication Strategies In Media Convergence Environment

The advancement of technology and the development of society continue to push forward the pace of media convergence.With the development of media convergence,communication channels,communication audiences,and content dissemination are all changing,mainly relying on the media to disseminate information to the audience.The impact of brand communication on this change can be imagined.In an environment where media convergence development tends to mature,some companies that seize opportunities to adjust in time can provide new communication ideas for other companies.The analysis of the strategy of corporate brand communication under the media fusion environment can draw the experience and shortcomings of corporate brand communication,thus providing better suggestions and methods for corporate brand communication.In this context,this paper mainly discusses the strategic adjustment of corporate brand communication in order to adapt to media integration,summarizes the law of corporate brand communication under the media integration environment,and proposes countermeasures with practical guiding significance.The article is discussed from four parts:The first part is the introduction chapter.In this chapter,I sorted out the research background and significance of brand communication strategy analysis under the media integration environment.And through the study of relevant literature at home and abroad,defined the concept,characteristics and development stage of media convergence and the concept of brand communication,which lays a theoretical foundation for the research and analysis of the following text.The second part is the link between the preceding and the following,which consists of chapter two and chapter three.Chapter two,the relationship between brand communication and media convergence.This part describes the relationship between brand and media,respectively from the integration of traditional media,new media and media era,explore the important role of different media era media on brand communication;Then it points out the influence of media integration environment on the audience,means and content of brand communication,and reveals the media reasons for the adjustment of brand communication strategies.Chapter three,brand communication strategies in the era of traditional media and new media.In the era of traditional media,enterprise brand communication is characterized by channel dominance and content frankness.In the era of new media,channels have been continuously expanded,with more accurate content,stronger audience interaction andobvious communication opportunities.Media convergence is the integration between traditional media and new media.The brand communication strategies of these two times have guiding significance for the strategy analysis under the media convergence environment,and can also form a comparative study.The third part,under the media integration environment enterprise brand communication strategy and effect analysis.This chapter is the research focus of this paper.Firstly,it analyzes the brand positioning strategy,media strategy,content strategy and audience strategy of enterprise brand communication under the media integration environment.Interpreter integration environment with a lot of cases the adjustment of enterprise brand strategy,brand positioning to readjust the environment,make strategic transformation,the content of media strategy both diversity and integrity,after the change of audience behavior model USES the audience thinking,strengthen the interaction strategies,and then through the analysis of specific case,show the fusion of enterprise brand strategy under the environment of communication effect.The fourth part,the problems and countermeasures of enterprise brand communication strategy under the media integration environment.Based on the above strategy analysis,this part points out that the current enterprise brand communication in the media integration environment of communication content attractiveness decline,excessive communication phenomenon is serious,crisis management and other problems,and puts forward the corresponding countermeasures.