Author(s)

Ronghua Zhang

Corresponding Author

Ronghua Zhang

Abstract

With the development of network technology and digital communication technology, a variety of new media represented by the Internet have gradually entered the field of communication. Compared with traditional media, new media is characterized by timeliness, mass and interactivity. Due to the emergence of new media, people's lives have undergone tremendous changes. New media has broken the traditional media advantage. The new media has spread quickly and spread widely, which makes the Shaanxi brand, which relies on traditional media, face a potential crisis. In the context of new media, Shaanxi brands should find a way to survive and adapt to the new media. In the context of new media, the dependence on interpersonal communication has become weak. Although it occasionally adopts the form of multi-media communication, the communication effect is still not good. Therefore, in the all-media communication environment, how to cultivate and promote shaanxi brand faces new challenges. This paper adopts literature analysis method, field survey method, theory combined with practice, aiming at the new problems faced by shaanxi brand communication, puts forward countermeasures such as precision marketing and brand self-discipline.

Keywords

New Media Environment, Shaanxi Brand, Communication Strategy