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

Yuanchun Wu ()
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Yuanchun Wu: Communication University of China, School of Broadcasting and Anchoring

A chapter in Proceedings of the 2024 5th International Conference on Management Science and Engineering Management (ICMSEM 2024), 2024, pp 656-663 from Springer

Abstract: 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.

Keywords: media convergence; brand communication; scene construction; optimization strategy (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-570-6_65

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DOI: 10.2991/978-94-6463-570-6_65

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