The establishment of the brand and sustainable development lies in the continuous accumulation of the brand. Among them, advertising as an explicit channel of brand core value, time and again to repeat, accumulate, is an important means of consumers in mind to establish a clear brand association. Therefore, for the brand, cherish and grasp each contact with the brand and consumers the opportunity to pass the most abundant brand information, the brand enjoys popular support, seize the mental resources of consumers, establish a unique experience of the key mission of the spleen. However, today, in the face of a variety of media formats, advertisers how to establish a three-dimensional, mesh combination in the choice of channels of contact between brands and consumers in order to achieve multi-interaction, resource integration and communication effect has been Advertisers think, explore the topic. With the rapid development of media science and technology, new forms of media are emerging. Some new media and high-end devices are gradually being applied by enterprises' owners to cutting-edge terminals, forming a brand-new brand communication mode. Daphne hand in hand Shanghai letter Yi, the brand built by the window simulcast system, is innovative marketing, integrated marketing, a typical case. New technology, triggering new forces LCD media is the rise of the most charismatic "sixth media" in recent years, since its birth in China in late 2002, has developed to a relatively stable technology and scale are mature stage, LCD media is from him Of the birthplace of - commercial buildings, and gradually spread to public public places: leisure and entertainment, supermarkets, buses ... ... its development, can be described as smooth, hot anomalies, the establishment of its business model, no doubt associated with LCD technology The development is closely related, thanks to the development of liquid crystal technology to promote. LCD advertising machine using CF card as a storage medium, the integration of its information source and transmission equipment, thin and light and other characteristics for the application of media equipment in different occasions possible, gave birth to a more subdivision outdoor video media. With the continuous development of new media and equipment, online advertising machines should come into operation, and its application fields will be more extensive. It has successfully integrated network technology and liquid crystal display devices into one, and achieved remote control of each terminal device through the network. The terminal's playback time, playback content, playback volume unified settings, management, and through the management system interface to any network player to send subtitles, display instant messaging. Its remote control and unified management features greatly reduce the management cost of relying on manpower to change information contents, and make the information release timely, flexible and rapid, realizing a flexible and free form of communication in one hand! Network advertising machine technology matures to fully meet the business outlets of chain stores, stores unified communication of information to achieve a unified brand terminal business path, a full range of marketing communications operation. Daphne terminal brand window simulcasting system construction 2007 Daphne signed SHE, Rene Liu two different styles of film and television stars as their brand image spokesman, while increasing the national store channel system. To create a more powerful brand image has become a necessity for Daphne to adapt to a more fierce competitive environment and build a stronger core competitiveness. In order to better suing its own brand image in the market, enabling consumers and brands to form an excellent interaction and enhancing consumers' experience of the brand, Daphne not only advertises television advertisements in the national media, but also advertises in the terminal Efforts to make a new change. "The terminal is a retail link that directly meets the consumers. It is the window of the brand. It is also the place to win. The terminal contains two meanings. The first is the sales terminal. The second is the terminal. Based on the existing stores, Divided into three levels, the first is called a real shop, it only sells shoes, nothing else; the second level is the audio-visual shop, which in addition to selling shoes, but also sell something you can see or hear, such as the store The third level is the image shop, which not only sell shoes, sell video, also sell the image and culture can not be seen invisible ", Daphne president Chen Yingjie on the terminal store division , Fully shows the Daphne people pay attention to the terminal marketing, but also showed the key marketing position in the terminal marketing. Based on the origin of marketing, combined with the existing multiple forms of publicity, Daphne made full use of sign-off media mode, with the help of online advertising technology, launched the "brand window network" terminal identification program in more than 2,000 terminal stores throughout the country and established One through the headquarters of a unified terminal image, the entire network integrated operation, brand direct communication with consumers corporate self-made television stations. The new marketing gave birth to China's first women's shoes channel brand network simulcasting system was established successfully for the Daphne brand and consumers to establish a living bridge between the platform on the basis of Daphne based on its own brand content to consumers Center, in the terminal interpretation of a show "women's shoes," the experiential marketing storm. "Sensory" charm, communication, exchange experience. The significance of the existence of the media lies in the dissemination and exchange of audience experience, Daphne make full use of the network advertising machine equipment sound phase, audio-visual combined with the advantages of communication, their own commercials, product catalogs, brand theme songs, fashion shows and other brand information presented National terminal stores, dynamic visual presentation, with the stylish background music, creating a both impact and warm shopping atmosphere. At the same time, using the avatar's affinity and influence of its image spokesperson video, the brand's fashion sense, affinity and influence are further enhanced, which fully arouse the consumers 'deep impression on the brand and make the brand image fully register with consumers' mental resources , Strengthen, and thus enable consumers to convey this brand experience conveyed to the actual scene desire, greatly stimulated the consumer desire for the possession of the brand. Multi-interaction, deepen the experience. Daphne, while fully publicizing its own brand information, launched an interactive and participatory dialogue platform with consumers through the brand window simulcasting system and held a nationwide theme of "like yourself and act in the end" National DV contest activities, the use of consumer perspectives to express the customer's brand experience, and from these consumers video material selection of outstanding works through the brand window simulcast system at the national store unified release, and then create a consumer by the participation , Through the corporate media, the consumer's own feelings and experiences, and then return to the interactive platform for consumers, not only narrowed the distance between the brand and consumers, but also makes the views from consumers, the infection more widely Consumer groups, creating a hot stock momentum, deepening the consumer experience of the brand. Based on brand positioning, deepen brand positioning. Daphne fully based on their own brand positioning - China's first women's shoes brand, a full range of women's shoes, from the manufacturing process, product line to product content and personality, style and other aspects of the link were introduced in detail, not only to help consumers According to their own preferences, personality, find more satisfied with the product, deepen their own brand positioning, enhance consumer loyalty to the brand, so that consumers talk about women's shoes in my mind to emerge out of Daphne's first brand image of. Daphne makes use of the features of online advertising machine information timely release, with marketing strategies such as new product listing, holiday promotion and public relations to effectively meet the brand information from pre-heating to mid-term promotion To the late extension of the information dissemination process. On the other hand, according to their own needs in the terminal release investment information, expand channel construction, release industry information to demonstrate the brand's social responsibility and so on. Daphne brand window screening system, through accurate dissemination, to fully present their own brand culture in front of consumers, gave birth to China's first women's shoes channel their own television stations, its innovative marketing tools, not only the gradual popularity of the terminal store Strong sales, sales gradually increased, while its marketing has become a new trend in the form of integrated marketing brand enterprises to sign the benchmark, broke out a new round of marketing changes.