Brand Communication Status and Communication Strategy of Yantai Ocean Ranch under New Media Background

Taking Yantai Ocean Ranch as an example, current situation of brand communication was analyzed through field research and questionnaire survey．According to the research, brand publicity media of Yantai Ocean Ranch was still dominated by traditional channels, with relatively single brand promotion method and lack of brand personality．Targeted countermeasures and suggestions for enterprises were provided to make better use of new media platform to build famous ocean ranch brands and develop ocean ranch industry．It was necessary to accurately position consumer demand and use a variety of brand communication methods to improve brand awareness and influence of Yantai Ocean Ranch in the era of new media．