State Grid Corporation Of Internet-based Brand Communication Strategy Research

The procedure of enterprise development is the process of hard power accumulation and soft power expansion. Shaping an excellent and popular consent brand is the concentrated expression of soft power company. With the acceleration of global economic integration and the rapid advent of Internet information age, enterprises are facing increasingly complex business environment, the pressure of their survival, development is building. Companies also fully realize the critical importance of brand building in market competition, Internet brand communications has become a more impact, explosive and forward-looking mode of transmission in the information age.The State Grid Corporation of China as one of the important backbone state-owned energy supply enterprises, actively implement the national energy development strategy, made outstanding contributions for national economic and social development, The State Grid in general strength improved significantly in these days and it ranked No.15 in Fortune 500 2009, became the global largest public service enterprise. However, compared to the overall strength and status of the enterprise, the influence and charisma of State Grid brand is far from adequate, it shows the asymmetry between power intensity of society and low emotional demands of the enterprise, company pay the hard work, but it not received the public perception and recognition, development and the impact of the company has been imaged.From the current research situation of monopolized industries in recent years, brand building of the State Grid has some typical practice. About the brand communications for Internet, there is little research related to these industries. Therefore, this paper selects the State Grid as a sample of Internet-based brand communication to analysis and research has greater practical significance. First of all, these theories of brand communications on the Internet are reviewed in this paper, then starting from the reform process of China's electric power industry introduced the basic situation of the State Grid and it's brand; Secondly, this paper established the brand evaluation model of Internet communication and indicators for the State Grid brand status, then through questionnaire to collect basic data and statistical analysis; On this basis, this paper comprehensive descripted and analysied the current status and the problems of the State Grid brand communications and Internet-based brand communications.Finally, this paper derived the basic strategies and methods that improve the State Grid Internet brand disseminate, and sum up the research topic.There are two purposes of this paper, one is through the case study of the State Grid, provided reference for the company launched its own Internet-based brand communications; the other is through this case study, provided a reference model in practice that how to implement Internet brand communications for some central corpanies and large state-owned enterprises that serve the public and lead with social responsibility.