基于品牌传播的视频网站受众研究——以搜狐视频为例

基于搜狐视频用户体验与品牌形象的调查研究表明，受众对于视频网站的产品内容和产品体验最为在意，这是品牌传播中最为重要的因素。视频网站的品牌传播必须解决好三个问题：一是“给谁看”，即准确定位当前品牌传播的目标受众，善于发掘潜在目标受众；二是“看什么”，要重视受众对视频网站的内容需求，从品牌理念、优质内容、良好的产品体验入手，不断提升品牌传播的内容质量；三是“看得怎样”，注重视频网站受众对品牌传播效果的评估，做好与受众的互动，基于独特品牌个性慎重确认品牌形象代言人，强化受众的品牌认可度与忠诚度。

Research on the Audiences of Video Websites Based on Brand Communication---Taking SOHU VIDEO as an Example

The brand transmission of video websites requires continuous communication with the audiences, the acknowledgement and reputation of the brands are gradually raised in the communication with the audiences, the survey and research on SOHU video users experience and brand images show that the audiences are mostly concerning about the product information contents and product experience on video websites, which is the most important factor in brand transmission. The brand transmission of video websites must solve three problems such as who watch the videos? i.e., accurately positioning the objective audiences in current brand transmission and good at developing potential objective audiences, what to watch, i.e., paying attention to the demand of the audiences for the contents of video websites to continuously promote the content quality in brand transmission from the perspective of brand ideas, excellent contents and good product experiences, how about the contents of the videos, i.e., focusing on the evaluation of the video website audiences on brand transmission effect, trying to interact with the audiences, carefully confirming product image speakers based on unique brands to strengthen the audience''s brand awareness and loyalty.