Research on Brand Communication Strategy of Traditional Door and Window Hardware Manufacturing Enterprises under New Media

邓晓语?李明辉

Abstract：In the era of new media， the environment for corporate brand communication has changed dramatically. Grasping opportunities， combining innovation and deep integration are the only way for corporate brand communication strategy， and it is also a huge opportunity for brand space expansion. This paper intends to fully and rationally utilize the different characteristics of various new media carriers to analyze information by analyzing the changing characteristics of the new media era. It proposes to integrate design through a variety of brand innovation design and media fit， virtual display technology application， personalized image creation and information interaction with new media platforms， and actively promote brand communication innovation strategy change.

We should explore effective models of traditional manufacturing brand communication in the new media environment. Create a brand communication strategy that is suitable for the characteristics of the information age， media development and social needs.

Keywords：New media，Traditional Manufacturing Enterprises，Brand communication

Introduction

In todays diversified information environment， the emergence of new media technology such as the Internet， mobile terminals， wearable devices， and APP has overturned the information dissemination mechanism of traditional media such as newspapers， magazines， and radio and television. Peoples communication and access to visual information occurs. Changed. With the rapid development of new media technologies， the visual communication methods of traditional media are far from meeting the brand promotion needs under such fierce market competition.

Under the new media， the concept and form of brand communication is no longer an understanding of the single visual language effect at the traditional level. At the same time， when formulating a brand-oriented brand promotion strategy， designers are more concerned with how to use multiple forms， multiple means and multiple forms to integrate design to express the brands entire image in the new media dimension. In response to changes in the context of the media， brand communication strategies need to fully and reasonably utilize the different characteristics of various new media carriers to convey information to the audience more completely. Strengthening the application and communication of brand cognition in the context of new media requires strengthening the interactive experience and sensory experience with the audience in the systematic communication process of brand communication.

1 New media and brand communication

Compared with traditional media， new media is an ever-changing concept and an extension of the network .（1） New media has become a new force in the field of media industry in China. New media have revolutionized peoples lifestyles， and users have been able to spread from the passive acceptance of the media to the current media. Social media users are not only consumers of news， but also producers and promoters of news content. The user news and information dissemination system have undergone interactive changes of “transmission-acceptance” and “acceptance-transmission”. Chinas new media are in a period of rapid development. New media have penetrated into peoples social life more broadly and entered the era of “big data”. The content of new media dissemination is more targeted， more pursuing the refinement of user needs， and more able to provide valuable information. In terms of profit model， with the means of Internet payment. More mature， some media products get direct payment from users； social media will become the focus of new media development .（2）

Brand communication is the process of connecting brand owners to consumers. In general， the branding process is the external stage in which brand owners communicate brand value to market participants， consumers.（3）For enterprises， brand communication is the process of communication of brand information. Its strategy is diversified， such as advertising， marketing activities， public relations， interpersonal communication， etc. It is aimed at internal and external target audience.（4） The essence of brand communication is the process of information control and utilization of various means of communication. Obviously， brand communication is the comprehensive integration of traditional media and networks， and the brand is recognized by consumers and the public， so that brands and targets Effective market docking， laying the psychological foundation for the audience （or consumers） for brands and products to enter the market and expand the market. Although brand communication integrates marketing， it is only a communication and communication link in integrated marketing. It integrates advertising， public relations， and news. In addition， brand communication highlights the two-way interaction of serving the target audience or consumers.

2 Overview of current traditional door and window hardware manufacturing brand communication

In fact， there are many examples of brand communication innovations in the new media environment of consumer goods brands. Research results on traditional manufacturing brands are still rare， and there are still different views on whether or not to implement brand communication strategies. Some people think that the industrial product market is different from the consumer goods market. Products are difficult to be given emotional attributes， the relative concentration of buyers is limited， the transaction volume is huge and professional， and the purchasing decision is rational. Therefore， many scholars and experts believe that as long as they produce satisfactory products and do a good job of “public relations” with a small number of downstream enterprises， they will receive a steady stream of orders， and the brand communication of industrial products is costly and difficult， and requires a lot of extra effort.

With the development of the times， the traditional door and window hardware manufacturing enterprises have shifted from the previous production and re-consumption （sellers market） to the pattern of consumer demand reproduction （buyers market）， and the competition among enterprises has become increasingly fierce. Consumers have low stickiness to products and low brand loyalty. After the market matures and saturates， consumer demand will escalate， and the requirements for brands will become more apparent.There will also be a big increase in “emotional diversions” by consumers. This will become a shortcoming of independent brand competition. Marketing has evolved from the product sales stage to the advanced stage of brand marketing. Enterprise competition has also entered a new era of brand management and brand competition. However， in todays increasingly homogenized products and increasingly fierce brand competition， many companies lack sufficient understanding of the brand concept， neglect brand management， but simply adopt advertising wars and price wars， and lose the opportunity of brand management. Under the new media， the traditional door and window hardware manufacturing enterprises have insufficient brand recognition. They should carry out fast and effective brand communication means to increase brand trust and affinity， and fully utilize the power of new media to enhance brand value.

The development and status quo of traditional door and window hardware manufacturing brand communication

According to the survey， the main “position” of the traditional door and window hardware manufacturing brand communication is the WeChat public account， whether it is the media WeChat public account or the corporate WeChat public account， whether in the name of the individual or the team， the WeChat public account is the originating station of the online promotion and The foothold is also the most intuitive data carrier for the degree of promotion. There are a large number of domestic door and window hardware manufacturing enterprises. In addition to several well-known brands such as Jianlang， Hehe， Guoqiang Hardware， and Ximeike， which have invested heavily in new media promotion， most door and window hardware manufacturers still follow the traditional promotion model. For example： through exhibitions， traditional media cooperation， etc. Among the nearly forty door and window hardware manufacturers surveyed， 40% of the companies have opened the WeChat public account， and only a dozen of them have actually operated and maintained a certain degree of activity， and the operation status of these WeChat public account is also not exactly.

3 Brand communication strategy under new media

Brand is the product of the industrial age， is to adapt to social communication and commercial realization and appear. It concentrates the product information to form a scaled and reproducible connection symbol. The value of brand existence lies in improving the connection efficiency between people and products. In the era of mobile internet， because of the change of connection methods， the connection between people and products， the connection between people and information， and the connection between people have changed greatly. And this means that the new brands gameplay will also undergo earth-shaking changes. Even the word “brand” itself requires us to re-examine and look at it. Marshall McLuhan， an important media theorist and thinker of the 20th century， has a classic saying： media is information.

3.1 Improve product reputation and cause widespread dissemination

The sales of door and window hardware products are mainly and will continue to maintain the B2B sales model for a long time. However， under the premise of stable market capacity， the proportion of B2C for the door and window hardware industry is gradually increasing， and the market increment is relatively obvious. Chinas traditional door and window hardware companies are dominated by typical social structure models and peoples sentiments. They have maintained relatively stable sales performance for many years， but this does not guarantee long-term benefits. Under the consumer segmentation situation， the fast-moving， responsive， high-quality competitive small door and window hardware companies are constantly grabbing the market and constantly attracting fans for their brand value. The promotion and service on the Internet has completely entered the entry window hardware industry， and the brand is an important match for cooperation. The product is the core of cooperation. Service， experience and after-sales protection are the key guarantees for long-term cooperation and secondary cooperation. The foundation and promotion of brand value need long-term maintenance， and whether the corresponding sales of the door and window hardware industry is ultimately B2B or B2C， one thing is eternal， that is， a good product must be able to resonate and get a bestseller. Todays product design needs to add storytelling， expression， personality， values， ritual， topicality， network redness， design aesthetics， cross-border interpretation.

With the rapid development of new media， the fan effect brings considerable online traffic to the brand， such as Weibo， short video， home APP and other new media. Each user is a unique communicator， sharing their products through new media. Experience， product opinions， product analysis， etc.， lead to widespread dissemination through this approach， only to create a good word of mouth effect can attract more and more new customers. Therefore， for door and window hardware companies， the guidance of new media will make it easier for consumers to get psychological cognition. According to statistics， in 2001， the number of mobile phone users nationwide reached 1.3 billion， which is gradually becoming the infrastructure of the entire mobile Internet. Faced with such a huge number of users， WeChat public account， todays headline account， etc. have become important channels for enterprises to target consumers.

3.2 New media display technology application

New media display technology is one of the highlights and hot technologies of the Internet that has emerged in recent years. It has a bright future and great development potential in tourism， cultural relics exhibitions， new product launches， and real estate development. Usually， product promotion is achieved through poster albums， video simulation animations， prototype models， etc. These traditional display methods have their own advantages and disadvantages， but they have a common shortcoming： Can not let the stakeholders participate in the users point of view， cannot give participants a full range of observation and experience， show the effect Compared with one-sided， it is difficult to fully adapt to the consumer psychology and participation in the experience economy. With virtual display technology， product display can be seamlessly integrated with other social media such as web pages， mobile apps， etc.， so the amount of information it can deliver is accurate and intuitive. It ensures a comprehensive view and experience of the product. The design of the new media presentation system will be an important support for the enhancement of the product or service system. Door and window hardware products are closely aligned with the home building materials industry， and proper use is a great way to improve the consumer experience.

3.3 Create a strong brand IP

IP is an interpretation and creation of things that continue to be differentiated and humanized， so that they have independent personality and eternal charm， so as to attract a large and common community.With a strong sense of audience identity and participation， a commercial phenomenon that translates the community feeling into consumer purchasing power or commercial profit. The information in the new media era is exploding， and consumers and audiences receive a huge amount of information every day. How to impress them in the sweeping browsing has become a new topic for enterprises to build their brands. IP is also a process， a process of realizing business value through content construction. For example， in January 2014， Haier publicly announced that it would no longer place traditional forms of advertising in magazines. This is the first step for Haier to move towards mediation. As of the end of 2015， Haier Group has established a total of 179 Weibo accounts with “Haier” as its center， and gradually formed a new media matrix with the title of “800，000 Blue V General Head”. Since 2016， Haiers new media team has been independently responsible for its own profits and losses， and has been socializing for the inside and outside of Haier Group. In December of the same year， in the “Enterprise Brands List” released by Sina Weibo， Haiers official micro-integrated influence index reached 824.4， ranking first in the industry. In 2017， Haiers total exposure to the media reached 1 billion， and the total number of comments was over 1.2 million. Haier is the most typical representative of shaping a strong IP. For traditional door and window hardware brands， door and window hardware products are durable goods. Many families do not have urgent purchase and replacement requirements. At this time， he may pay more attention to the value and culture of the company. Long-term knowledge infusion will enhance the brands position in the minds of consumers， if you can make him resonate， then in the future， when the market comes， the brand may be his number one choice.

3.4 Platform linkage promotes information interaction

Many companies tend to focus only on the content of the communication， but the channels of communication are often very important. Only by effectively transmitting the content to be disseminated to potential target customers through effective channels can enterprises generate good publicity effects and attract more consumers to purchase products and services .（5） Linking with other new media platforms is also essential for the promotion and dissemination of content. As a relatively closed community， As a relatively closed community， WeChat has a very complicated user structure. But sometimes accurate delivery can bring about twice the result with half the effort. With the cooperation of well-known Internet platforms， WeChat platforms， Weibo and other communication carriers， the company integrates its own communication resources， forms a communication network， realizes information interconnection and communication between different carriers， jointly promotes and forms drainage， and becomes a enterprise through the above-mentioned platform. After the public number pays attention to the users， combined with the push and the interaction of the public number content， an effective brand communication is completed， and the recognition of the brand reaches the recognition level. There is also a live broadcast that is very popular among young people. For door and window hardware manufacturers， it is not a new attempt to increase the users participation and experience.

Conclusion

At the moment， we are in an era when brand competitiveness determines the development of enterprises， and it is also an era in which new online media are constantly developing and updating. New media are constantly updating and developing， keeping up with the trend of the times， and it is also the trend of the times. Traditional door and window hardware manufacturing enterprises can combine the product characteristics and consumer needs， convey the real feeling of products through virtual means， constantly shape the brand image， deepen the brand impression， and establish a community-based platform linkage， which will greatly benefit the promotion of the brand， and thus can form a great Brand advantage.The above is a strategy proposed for the brand communication construction of traditional door and window hardware manufacturing enterprises. As a tactical guideline， we need to put the brand communication strategy to the actual operation of the corporate brand operation.

In summary， in the face of the new media context， the traditional door and window hardware manufacturing enterprise brand communication strategy need to start from the new design thinking and integrate design to suit the characteristics of the information age， media development and social needs.

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作者简介：邓晓语（1994-），女，山东省威海市人，齐鲁工业大学（山东省科学院）机械与汽车工程学院 硕士研究生三年级，研究方向：计算机辅助工业设计；李明辉（1977-），男，山东省诸城市人，博士，研究生导师。