Discussion on the Brand Building Strategy of the Reality Show New Journey to the West
in the information age dominated by the Internet,television media and new media have moved from competition to integration.The emergence of the Korean live-action reality program New Journey to the West adapts to the changes of the times and the consumption needs of the public.it uses the form of online and TV synchronous broadcast to construct the program brand,and weaves the industrial chain of the program brand with derivative programs and peripheral commodities,creating new media value and promoting the linkage between TV and online programs.From the very beginning of its construction,the team designed the cross-border nature of the vision and audience,with the intention of winning audiences in China,Japan and other neighboring countries,so as to obtain the greatest recognition and communication effect.This study focuses on the innovation of New Journey to the West in brand creation,content setting and audience positioning,product extension,brand chain production,etc.,so as to inspire China to produce more exciting live-action programs and win the multinational entertainment market in the era of online and offline and media convergence.
reality showsNew Journey to the Westmultinational marketsbranding
万方数据
维普
