Study On The Contents Of Brand Communication Based On The Search Platform

In recent years, the search engine market has got a rapidly development in ourcountry, the scale of the users has also been expanded, search engine industry hasachieved great development. The occurrence of search engine not only changed theconsumer’s access to information, but also provided a platform for enterprises to carryout precision marketing plan. It has led to the changes in people’s attention fromeconomy era to attractive economy era.However, the development of search engine, also brings new problems for theenterprises. Different from the traditional communication, the brand communicationbased on the search platform has its own characteristics. On this platform the variouscontents of brand come from various channels, and have different spreading ways. Ithas improved the difficulty for the company to manage the broadcast of the brand. Inorder to help the companies to master the brand content dissemination rule based onthe search platform and improve the quality of communicating effect, we select fivecompanies to be the study sample, they are Poly Real Estate Group, Mengniu Dairy,Shanghai Jahwa, Founder Group, P&G. And study their brand contents on the Baidusearch platform.The research starts from the study of basic theories such as the brandcommunication theory, search engine marketing, consumer behavior theory. Throughthese theories, we define the content of the brand communication, find out thecharacteristics of brand communication based on search platform, study the purpose ofthe consumer’s search behavior; Secondly, based on theoretical exploration, select fivecompanies as the research sample, and analyses thier contents on the search platform.The research results show that at this moment many companies cannot use the searchplatform very well, seriously affected the effectives of search platform. Such as pay little attention to the negative information on the search platform, can’t use theinteractive media very well, can’t make broadcast strategies combined with their owncharacteristics.Finally, in order to improve the quality of brand broadcast based on the searchplatform, this paper put forward five optimization suggestions, combine with thecharacteristics of the search platform. First, control the brand broadcast, strengthenthe competition and cooperation with vertical web site; Second, make plan for thebroadcast; Third, Pay attention to the contents, reduce the negative impact; Forth, Payattention to the use of the interactive media; At last, the companies should organizecontents according to the company’s characteristics.