Research On Enterprise Brand Communication Based On Social Media

In recent years, with the continuous development of communication technology and Internet technology, digital media also got rapid development. It makes great changes in our communication environment. New media form appear constantly, from the early web portal, search engine, BBS, video, to the prominent new blogs, social networking sites, microblog. People began to adapt to one of them, and updated form of media is being pushed out again. In this historic change, the enterprise’s marketing communications field also witnessed a revolutionary change. The concepts and models which we are familiar with are falling apart. More and more new forms and models are beginning to mount the stage of the academics. A new communication era very different has quietly spread all over the world.On the other hand, the fierce of market competition is becoming more and more intensified with the increasingly development of the market economy. In order to survival and development in fierce competition, many companies have stepped onto the road of the brand marketing. And they try to use all kinds of brand communication tools to influence consumers, like advertising, public relations, various sales promotion, personal selling, direct marketing and so on. But they have to face the fact that all this tools cost too much with a little effect. There is no doubt that the emergence and popularity of social media brings new hope to the enterprises. Social media allow ordinary people to participate in the companies’activities, talk with them, listen to their voice. All of these characteristics are benefit to enterprise brand communication。Therefore, this study put brand communication under the background of the social media marketing. By investigating and studying the situation how the enterprises use social media to carry out brand communication, the existing problems, the behavior of the social media users and a large number of brand communication cases, the author put forward some new brand tactics, such as opinions gathered, fans endorsements, online linkage, SCRM, real-time interaction strategies. At the end of this paper, the author uses a car brand to make an example how to use these strategies. Hope this research can provide some theoretical support and practical guidance to the enterprises, and also be benefit to the further theoretical research.