Gender and the Media

Development Strategy of Yu Ji Brand in the Perspective of New Media

Chen Shaofeng, Wang Wei
School of Chinese Language and Literature, Suzhou College
Journal of Fuyang Normal University (Social Science Edition) 2016-1

Abstract:With the development of new media technologies, the traditional cultural industry in China ushered in new opportunities and challenges. In this paper, the history and cultural significance of the image of the character Yu Ji were analyzed. Based upon the characteristics of new media technologies and the environment, Yu Ji accurate brand positioning, Yu Ji cultural products and new cultural resources integration, the paper comes up with some development strategies of Yu Ji brand.
Keywords:new media, Yuji, brand cultural, development strategy

Paper type:Published