Nanchang Institute of Science and Technology, Jiangxi 330108, China
Brand communication is the core strategy of an enterprise and an important means beyond marketing, it informs consumers of brand information through various effective channels. With the continuous development and innovation of Internet technology, the way of news communication and brand communication is constantly changing, and the main change is its communication mode. Nowadays, with the development of big data technology, news communication and brand communication have gradually changed from newspapers and TV to Internet communication. The purpose of this paper is to study the innovation of news communication and brand communication under big data technology, analyze the current situation of news communication and brand communication, and analyze the reasons for this result. In this paper, literature analysis is used to investigate the influence of news communication and brand communication under big data technology, and innovative methods of news communication and brand communication under big data technology are put forward, finally, the present situation and prospect of innovation of news communication and brand communication under big data technology are analyzed. From the experimental results, it is concluded that the proportion of Internet technology in news communication and brand communication will reach more than 90%.
Big Data, News Communication, Brand Communication, Innovation Research
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