Author(s)

Yiying Wang

Corresponding Author

Yiying Wang

Abstract

Traditional communication strategies cannot adapt effectively to the new media environment, and the brand communication effect is poor. In this way, a design of local brand marketing concept communication strategy under the new media environment is carry out. The design of local brand marketing concept communication strategy under the new media environment is divided into three parts: By creating a differentiated brand positioning and meeting differentiated audience needs, the differentiation strategy design of brand marketing concept communication can be realized. Through content integration, channel integration and mode integration, the integrated strategy design of brand marketing concept communication can be realized. The interactive strategy design of brand marketing concept communication is realized through two means of strengthening consumer experience and collecting consumer feedback. Complete the design of local brand marketing concept communication strategy under the new media environment. The validity of the design method is demonstrated experimentally. Experimental data show that the designed method can effectively adapt the communication strategy of local brand marketing concept to the new media environment, and the brand communication effect is better. Compared with the traditional method, the new media communication effect is improved by 28.16%, and the brand communication effect is improved by 52%.

Keywords

New Media Environment, Local Brands, Marketing Philosophy, Communication Strategy