Research On Strategy Multinational Enterprises Using In SNS To Carry Out Brand Communication With Chinese Consumers

The rise and boom of SNS in China's society provide a new development platformand opportunity for modern enterprises in China`s market to carry out brandcommunication activities. Combined with the greatly increase in the number anddependence of user in SNS websites, the value of SNS in brand communication andmarketing begins to receive widely attention. The emergence of social networking sitesinitially happened in abroad.so whether it is in the real-world or on the length of time,transnational enterprises enjoy a more mature than local companies in practicalexperience and referential value.This paper takes the multinational companies as the major subject and takes theRenren and Sina micro-blogging, the two are the most popular SNS websites in China,as the major platforms for research. Employ literature research method and case analysisas research methods. Firstly analyze the current development of China`s SNS and gives amodel of information dissemination in SNS. Next,focus on how multinational enterprisestake advantage of social networking site to carry out brand communication towardsChinese consumers, detailed exposition of the five major multinational brandcommunication strategies in the SNS platforms. And have selected Coca-Cola company,which has showed an outstanding performance in the use of social media for brandcommunication, as the case study,aiming to provide an vividly demonstration andimpressive expression of all brand communication strategies. Last the article returns tothe macro perspective, giving rise to4kinds of communication trends in socialnetworking brand on the future and combined of the results of a series of analysis,pointing out four suggestions for Chinese enterprises in using China`s SNS to carry outbrand communication.