商务传媒学院知识库

With the vigorous development of new media technology, the pattern of information communication has also undergone profound changes, forming a three-pronged situation of new mainstream media, we media and commercial media. Relying on traditional mainstream media for brand communication is no longer suitable for the trend of The Times. In order to get a bit of living space, all brands are making efforts on the territory of "We Media" to build a new equal relationship with consumers, and "Internet Consumers" have built a new consumer society. The change of consumer behavior and consumption habits also brings great changes to brand communication. Tea brand communication has gradually stepped out of the mode of mass communication era and formed a brand communication practice path based on the new communication ecology. The theory of communication ritual proposed by James Carey opens up a new perspective of communication studies, highlights the subjectivity of the audience and the ritual metaphor of the communication process, and reveals that the essence of communication is the sharing of meaning. In this paper, from the perspective of the ritual theory of communication, this paper selects HEYTEA brand communication practice which is typical of tea as the research object, and studies and analyzes its brand communication activities.

First of all, through the design of minimalist cartoon elements and the collision of national fashion style, HEYTEA builds the prototype of brand ritual communication from the perspective of symbols, and creates the sense of ritual of brand communication through the ritualized product image. Secondly, HEYTEA uses open content production mode and multimedia channels online to build brand communication positions. Offline brand experience center and community are formed through physical space sharing, which builds a communication field for consumers to share hobbies, opinions and beliefs, and creates conditions for the formation and gathering of brand communities. Finally, HEYTEA fans and related KOL as the body of the ceremony in Xiaohongshu community interaction, not only obtain HEYTEA brand or product related information, the content of the more added to the reproduction of the content, with other fans Shared beliefs and values, across time and space or personally present performance and imagination to build a "imagination of community", share stories, express attitude, to strengthen the self and group identity.