Brand Communication Efficiency Research Of Small And Medium-sized Enterprise Based On The Net Media

As an important component of our national economy, it has been unquestionable that small and medium-sized enterprises play an important role in China's national economy and social development. They have become prosperous and people-based enterprises by general admission. Facing the continuously intense competition environment in the market, local governments have issued some related policies and measures one after another. These policies and measures have encouraged and supported the development of small and medium-sized enterprises which also have created a favorable external environment for small and medium-sized enterprises. As a matter of fact, many small and medium-sized enterprises begin gradually to explore the long-term development and expansion unceasingly also, whose first choice is building brand.On the way of building brand, it is certainly necessary to advertise brand information for small and medium-sized enterprise. With the advent of the information age, the phenomenon of information overload has been increasingly seriously, and we have no more time to get information as before. Therefore, the brand spreading information of small and medium-sized enterprises will be easily drowned. In more open and more competitive economic market environment, small and medium-sized enterprises need to get hold of the communication characteristics of the network media and explore a better way to interactive with customers constantly in practice, so that the effective communication of brand information will be will realized.In this paper, the communication characteristics of network media have been expounded. Based on the analysis of the characteristics of Chinese netizens structure, the author puts forward the necessity of brand communication of small and medium-sized enterprises by using the network media. The existent problems and given influence factors have been analyzed on the basis of brand communication status quo of small and medium-sized enterprises in China. In the end of the paper, related suggestions of improving the efficiency of small and medium-sized enterprises brand communication have been indicated.