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Multi-modal Genre Analysis of Short Video for Brand Promotion of State-owned Enterprises——Taking China Post,China High Speed Rail,and China Metro as Examples

Tiantian Wang


With the development of multimedia technology,short video has become an increasingly popular communication channel,among which,Bilibili(B station)has also become an important platform to publicize enterprises and achieve specific communication goals.In contrast,due to the single brand,poor marketing strategy,inaccurate target market positioning and other reasons,most of the state-owned enterprises brand low public recognition is particularly prominent.In order to solve the difficulties of low public stickiness and poor brand image,some state-owned enterprises have optimized them with the help of we-media platforms,but most of the implementation effects of the strategies are still mixed.Under this background,this paper uses the theoretical framework of multimodal genre analysis,respectively,to China post,China and China subway theme bi li bi li(B)UP main created video of state-owned enterprises as a research corpus,discusses the communication purpose,discourse construction,multimodal use features,discusses the applicable method of brand discourse construction and situation,study how the state-owned enterprises to use video to improve the brand image,brand value.


Multi-modal genre analysis;Social media video;State-owned enterprise;Brand discourse construction

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DOI: http://dx.doi.org/10.18686/ahe.v7i28.10578