Study On Vistopia Brand Strategy From Omnimedia Perspective

With the development of the all-media era,many traditional publishing industries are facing the dilemma of restructuring and closure.Many publishing brands are rushing to find new sub-brands to adapt to the new product production market.The way audiences receive information has undergone a fundamental change,from the original demand for knowledge books to the need for diversified and diverse knowledge.As a result,the traditional publishing industry will not be able to maintain the marketing strategy dominated by publishing houses or bookstores,and must take users as the starting point to better understand the emotions of users.However,due to the more diverse user needs and the gradual segmentation of groups,the market conversion rate of many products is low.Therefore,this paper mainly uses the classic marketing strategy model,uses Python to encode and decode the user’s emotional text,and then generates a visual diagram to analyze the marketing strategy of the "Vistopia" cultural brand.This paper first analyzes the marketing environment of the " Vistopia" brand,and makes a comprehensive analysis of the existing marketing environment of the " Vistopia " cultural brand through the SWOT analysis method,and at the same time places the " Vistopia cultural brand in different product categories,and compares it with four different types of brand products:Little Cosmos APP,"YIXI" video speech program,Joint Publishing and One-way Calendar.The study finds that the user feedback of the existing products of the " Vistopia " cultural brand is positive,and the user’s recognition of the value of product content is high.On the other hand,through semi-structured interviews,this paper finds that different user groups have different views on the marketing strategy of " Vistopia ",mainly focusing on the following aspects:(1)It is believed that price pricing does not segment customer groups,resulting in the content payment threshold being too high and losing some users.(2)Cultural and creative products lack competitiveness and bright spots,are overpriced,and there is no way to highlight product characteristics.(3)Lack of connection with users and inability to highlight brand characteristics.Finally,based on the research results,this paper puts forward suggestions for improving the marketing of " Vistopia " cultural brands from the aspects of building brand community,formulating differentiated pricing strategies,and establishing value co-creation with users.Finally,find out the content advantages and vertical user advantages that the traditional publishing industry still maintains,and explore how to use the advantages to continue to develop the brand.