| In recent years,facing the dissemination information fragment,the multiplication,the attention resources short as well as the consumer asks the dissemination environment which strives for to change newly,the enterprise and the brand starts to seek the new dissemination way,“plays singles by the tradition alone fights” the type single brand dissemination to “to hug the group to warm up” the type brand union dissemination transformation.Starts along with brand union dissemination to huddle together the appearance,the brand union strategy is treated as “the straw to grasp”,receives the enterprise and the brand favor.Even though the brand disseminates jointly deeply the enterprise and consumer’s welcome,but which characteristics and advantages compared regarding it with the traditional brand dissemination way has,the brand union strategy in the implementation process whether has the problem as well as should how optimize the brand union dissemination and so on to be unknown.As online music platform Netease Cloud Music,facing the competition intense Red Sea market,to carry on the brand variation localization by music public relations idea at the same time,has carried out a series of brand union dissemination,successively with the farmer mountain spring,an Asian hotel,the pleased poem wind recites and so on the different domain the brand cooperation,promoted “the happy bottle”,“has rested music subject hotel”,“music facial mask” and so on the activities and the product,prepared user’s favor and the approval,became the online music profession the forehead product,was the brand union dissemination illustrative case.Under this background,the article based on the brand union research angle of view,the selection brand union dissemination behavior quite has the typical Netease Cloud Music to take the object of study,Using the literature research method to comprehensively comb and summarize the related research results and theoretical concepts of brand joint dissemination,lay the theoretical foundation.Using the research methods of case analysis and questionnaire,analyze and summarize the specific behavior and practices of the brand joint communication of Netease Cloud Music and the characteristics and advantages resulting from it,and then make an in-depth study on the joint communication of Netease Cloud Music brand,and find that there are problems where the brand joint scale grasps inaccurate,the innovationpower of communication mode is insufficient,and the effect of activity behavior promotion needs to be improved,and will aim at the question foothold macroscopic,the intermediate perspective,the microscopic three stratification planes proposed individual optimization suggested,will carry on the brand union dissemination take the time as the Netease Cloud Music and other enterprises to provide the mentality and the enlightenment. |
