Analysis For Storytelling And Dissemination Strategy Of The Brand Of "Kuai Shou"

In the Internet era,how to promote the high-quality development of Chinese brand construction and realize the goal from a brand power to a brand power as soon as possible has increasingly become a concern of the whole society.In order to speed up the construction process of world-class national famous brand,enterprises are indispensable to the application of story communication in brand communication.Therefore,this paper comprehensively uses the relevant theoretical knowledge of communication,narrative science and advertising to analyze the story-based communication strategy of the national short video brand "Kuai Shou",so as to explore how to use the story-based communication means to create a positive brand image,so as to help the long-term development of enterprises.The first part is the introduction,which mainly analyzes the research background and significance,literature review,research content and methods,research innovation and shortcomings.Then the first chapter defines the relevant concepts,and the last three chapters start from the three elements of theme,character and plot story,and analyze the story communication of "Kuai Shou" brand combined with specific cases.In the following chapter,I try to summarize and refine the universal successful experiences and rules in the story communication of "Kuaishou" brand,hoping to play a certain reference role in the communication of other Chinese brands.Through research and analysis,the experience and law of brand story communication summarized in this paper mainly include: in the way of story narrative,the macro and micro narrative combine to arouse the resonance of the audience and The Times,the traditional and popular culture elements to show the brand culture connotation and responsibility;in the story communication channels,the cross-border and internal and external media resources linkage to enhance the brand communication power and influence.It is hoped that this paper will inspire the story communication of other Chinese brands,especially short video brands or service Internet brands,and help upgrade the Chinese brand image,show brand strength and enhance brand value.