A Study On The Communication Strategy Between Enterprises And Consumers In The Social Media

With the rapid development of information technology, Internet has become an essential part of people’s life, study and work. The era of Web 1.0 which is information-centered has become the past, people ushered in the era of Web2.0 or even the web4.0 which is human-centered. The prevalence and development of the Internet has changed the world a lot.The appearance of social media has changed the mode of transmission and dissemination of the traditional media and attracted more and more people involved according to its characteristics of participation, publicity etc, which makes the enterprise must start to study the value of social media, and pay more attention to the use of social media for brand communication and shaping.This paper firstly analyzes the social media specifically and compares with traditional media, which can be analyzed that enterprises are facing the changes of transmission environment, transmission channels and consumer role under the era of the social media.Also it can be concluded that all users live in a "digital living space" connected by Internet, the "life" of the digital living space is consumers with the increasingly interactive integration between digital living space and real life space. Secondly, these changes have a huge impact on the enterprise and its dominant position has been lost, and it has become the service of the digital living space. Thirdly, It is necessary that enterprises take advantage of social media with its unique characteristics of openness, interaction and participation, which has brought about a lot of convenience and advantage to communicate between enterprises and consumers.This paper main analyzes the above problems, and puts forward the communicative strategies between the enterprises and the consumers. Firstly, Enterprises must establish their communication platform and "life" service database, and meanwhile master all the information of his "life" in the digital living space in some degree. Only to understand the consumers can the enterprises have better communication with consumers. Secondly, the enterprises must find meta communication for brand communication in the era of social media and have the daily communication, subjective communication, timely communication and accurate communication based on the two platforms established by the enterprises.