Research on the Optimization Strategy of Brand Cross-Screen Communication Scene Construction Under the Environment of Media Convergence

DOI

10.2991/978-94-6463-570-6_65How to use a DOI?

Keywords

media convergence; brand communication; scene construction; optimization strategy

Abstract

The environment of media convergence will have a huge impact on brand communication. Brand communication is in the context of media convergence. The emergence of various converged media and screen terminals has made users’ lives more fragmented. Brands are faced with new problems of how to seize the fragmented attention of users and how to match brand information with user scene needs. This article takes media convergence as the background environment, combines scene theory and brand cross-screen communication scene construction elements, analyzes how brands in the era of media convergence construct cross-screen communication scenes, and proposes targeted optimization strategies for the current challenges, providing some theoretical reference for the combination of cross-screen scenes.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yuanchun Wu
PY  - 2024
DA  - 2024/11/22
TI  - Research on the Optimization Strategy of Brand Cross-Screen Communication Scene Construction Under the Environment of Media Convergence
BT  - Proceedings of the 2024 5th International Conference on Management Science and Engineering Management (ICMSEM 2024)
PB  - Atlantis Press
SP  - 656
EP  - 663
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-570-6_65
DO  - 10.2991/978-94-6463-570-6_65
ID  - Wu2024
ER  -