Study On Microblog Brand Building Strategies Of B2C Websites

At present, the domestic B2C website positioning, similar to the business content, mostlybelonging to the redundant construction, gradually moving towards a new integration after theinitial full bloom, Leading B2C website is a great advantage in terms of resources, customersize, brand, etc., and in a weak state website faces the threat of being eliminated. In order to notbe eliminated in the competition, B2C website managers to strengthen their own brand building,and active use of new media of the most popular brand communication, hoping to make up forthe lack of traditional media, innovative marketing communications. With the convenience offast and diversified interactive mode of transmission, the customer base continues to expand,influence to raise the overall microblog becoming people blitz object, become an importantchannel for B2C website brand communication. The B2C website microblog spread, of course,is not foolproof, it appears in the dissemination of issues worthy of our serious consideration.This article aims to analyze the problems in the current B2C website official microblog brandcommunication, by analyzing the current situation and characteristics of the spread of B2Cwebsite brand official microblog combination of brand communication theory, put forwardcountermeasures for these problems.This article is divided into five chapters: the first chapter introduces the background of thispaper, the research status, research ideas and research content. The second chapter brieflyintroduces the connotation of the the B2C website brand and its official microblog, acomparative analysis of the B2C website microblog platform, further elaborated the advantagesand value of the spread of the spread of microblog. The third chapter describes the domesticB2C website microblog early stage of development, growth and maturity of the background anddevelopment, this paper discusses the the B2C website microblog stage propagationcharacteristics and future trends. The fourth chapter analysis official microblog in the B2Cwebsite brand communication problems, the official microblog proposed B2C website brandcommunication strategy to pave the way for the next chapter. The fifth chapter according to theproblems in the B2C website brand official microblog spread, put forward B2C website officialmicroblog brand communication strategy. B2C website official microblog platform selectionstrategy, branding strategy, the communication strategy of interaction with the audience, and putforward the principle of B2C website brand official microblog spread, with examples of officialmicroblog B2C website brand communication. Finally, I’ll clarify the conclusions of this study.