重庆工商大学学报（社会科学版）Issue(6)：95-105,11.DOI:12.3969/j.issn.1672-0598.2014.06.013
基于品牌传播的视频网站受众研究--以搜狐视频为例∗
Research on the Audiences of Video Websites Based on Brand Communication---Taking SOHU VIDEO as an Example
摘要
Abstract
The brand transmission of video websites requires continuous communication with the audiences, the acknowledgement and reputation of the brands are gradually raised in the communication with the audiences, the survey and re⁃search on SOHU video users experience and brand images show that the audiences are mostly concerning about the product infor⁃mation contents and product experience on video websites, which is the most important factor in brand transmission. The brand transmission of video websites must solve three problems such as who watch the videos?i.e., accurately positioning the objective audiences in current brand transmission and good at developing potential objective audiences, what to watch, i.e., paying atten⁃tion to the demand of the audiences for the contents of video websites to continuously promote the content quality in brand trans⁃mission from the perspective of brand ideas, excellent contents and good product experiences, how about the contents of the vide⁃os, i.e., focusing on the evaluation of the video website audiences on brand transmission effect, trying to interact with the audi⁃ences, carefully confirming product image speakers based on unique brands to strengthen the audience's brand awareness and loy⁃alty.关键词
品牌传播/视频网站/受众/搜狐视频Key words
brand communication/video websites/audiences/SOHU video分类
社会科学引用本文复制引用
林刚,吴益知..基于品牌传播的视频网站受众研究--以搜狐视频为例∗[J].重庆工商大学学报（社会科学版）,2014,(6):95-105,11.基金项目
北京市教育委员会科研基地-科技创新平台---商业营业环境建设与品牌传播研究 （）
