Brand Casting Of Shoe Enterprises Under The New Media Era

In modern society, from the provincial to the regional, from the market to the enterprise, all have the closest contact with the media.

In this new century express, the media mode is full of wonderful performances, and each day, in its own way, is playing the "media Salon" in full swing.

This is what the United States has described in the times. Today is a time of media encircling.

From the current market perspective, the media resources chosen by enterprise brands are mainly concentrated in three major categories, including print media, television and film media, and Internet media. Among them, the Internet media covers a wide range of new carriers such as search engines, micro-blog, blogs and so on.

These new media carriers are also playing an increasingly important role in brand building and brand marketing.

Focusing on the new course of media development, TV marketing, film marketing, and micro-blog marketing are forging ahead in an unstoppable trend to a new perspective of corporate brand marketing, which is just like the "great drought" for the brand building of Chinese enterprises, which is increasingly trapped in homogenization competition.

Especially for those traditional labor-intensive enterprises at the lower end of the industrial chain, it has played an indelible influence.

For example, the shoe industry is a typical area.

Flat paper media is the most popular publicity carrier in the past few years by the branded market, and is known as the most authoritative "commentator" of brand advertising by the shoe industry.

Its market recognition index is almost eighty percent. If the corporate brand promotes the relevant brand strategy with the print media, it is easy to arouse consumers' extreme trust and sympathy for the brand quality and other elements of the brand.

In this environment dominated by authoritative media, the concept of brand news marketing permeated by paper media has attracted the attention of many industry celebrities.

In terms of the overall trend, the role of paper media for shoe manufacturers, especially those of large shoe companies, is still not to be underestimated.

But for some small and medium-sized shoe enterprises, it seems a bit "impossible".

On the one hand, due to limited page layout, paper media tend to give priority to those relatively regular large shoe enterprises to make corresponding brand publicity, and for those small shoe enterprises, they may neglect and report because of some limited factors. On the other hand, the cost of brand promotion by small and medium shoe enterprises involved in paper media is often not bandit, which in a certain extent has also objectively affected the enthusiasm of some small shoe enterprises or small and micro shoe enterprises to use flat paper media to publicize.

At this time, the emergence of the television and film media undoubtedly solved the worries of the former. The emergence of the Internet (China shoe net) has changed the dilemma of the latter's high cost publicity more thoroughly, and has become the most "speaking" new media at present.

What are the three functions of TV and movie media and network media to brand building? What will be the trend of development? {page_break}

TV movie media -- the sharp weapon of shoe enterprise brand building

As a mainstream media of social information dissemination, TV and film media are gradually changing from the pursuit of mass communication effect to providing consumers with accurate and effective brand interpretation information.

The brand of shoe companies, such as television and film, often benefit from its audience. The brand of shoe companies can usually use implantable means to impress the brand image in front of consumers.

To be more precise.

This is a more direct means of brand promotion.

From the point of view of brand promotion, although TV movie is a comprehensive art, its main body is mainly visual, while hearing is often attached to the subsidiary position.

Especially under the background of the Internet era, the speed of TV pmission is no longer equal to that of network media.

Needless to say, with the growing prosperity of new media, it may or may lead to a sudden change in the pattern of media and the mode of promoting media publicity.

Internet media -- a new brand of shoe companies

In this era of "light reading", the Internet has become a new popular brand social media after paper media and TV movie media.

Especially with the rapid development of Internet technology, many brand marketing methods related to the Internet have been spawned, such as search engines, micro-blog, blogs, etc.

Here, we can regard every website (search engine, micro-blog, blog) as a media. The commonality of these media is that the application cost is very low, even low to the cost of writing only.

This model, whether big shoe companies or small and medium-sized shoe companies, are suitable carriers.

Enterprises can disseminate the latest events, new technologies, new products and other important events in the industry through the brand image or news release.

Especially in the way of micro-blog, its communication effectiveness and consumer acceptability have reached a very high ratio. It is easy to quickly form a highly reliable social circle, which is very suitable for brand marketing of shoes products.

At the same time, compared with search engines, micro-blog marketing of shoes products is a way that needs to be emphasized and promoted.

But in this regard, many domestic shoe brands are still at a relatively early stage, such as Adidas, Lining, Anta, PEAK, Daphne and other brands, and will continue to make efforts in this aspect of construction.

Three pillars of media resources help shoe manufacturers brand new sail

Looking at the pformation of the current brand marketing mode, plane print media, television and film media, and Internet media have gradually formed a pattern of tripartite confrontation.

Moreover, as the market competition becomes more and more intense, the TV movie media, the Internet media and the print paper media are not completely the same substitute relationship, but also a synergy between different media based on the growth of brand economy market.

Especially with the vigorous development of Internet resources in recent years, the market share of planar paper media is increasingly falling into a new turning point. Many print media have also carefully innovating their own traditional media mode. They import the brand information that the enterprises want to publicize in the print media mode to the network, forming the dual market influence that consumers can read under the "online and offline", which also makes the effect of brand introduction to media publicity best reflected.

Based on this, we are also eager to compete in the high-end media. The shoe brand can find the best media resources in accordance with the development of its own enterprises, and help brands open up more new blue seas in the new era market.