Study On Automobile Enterprise Brand Communication Strategy Based On Microblog

In recent years, on one hand, China’s rapid development of automotive industry, theautomobile industry has a relatively good development trend; on the other hand, in theincreasingly fierce competition in the market today, face complex and changeful marketenvironment, the traditional Internet brand communications encountered serious difficulties,brand communication is faced with user dispersion, increase the cost of serious problems suchas. In this case, with users of a large base number, viral propagation speed, convenient andvarious releasing channels and innovative interaction mode, microblog has broughttremendous changes in information dissemination, and highlights a high business value; thereis an active consumer behind each microblog. Enterprises can micro-blog publicizing brandinformation, enterprise culture, the company dynamic, promotional activities, so as to causethe attention of people, enhance the brand visibility and influence. Can say micro-blog forauto enterprises in brand communication provides a wider space and more ways, becomeautomobile enterprises in brand spreading new starting point and an important platform.Starting from microblog and combining correlation theory of society and communicationstudies, this paper uses case analysis and literature research methods, analysis of the currentautomobile enterprises using micro-blog brand communication present situation and theexistence question, and put forward the promotion strategy on microblog in the respective ofpropaganda methods and channels, means of communication including: micro matrix, microlive, micro interviews, microfluidic applications, customer service, micro micro group; themain mode of transmission are: construction of micro-blog platform, establish highlight brandcharacteristics of exclusive micro-blog; make senior executive’s micro-blog, promote brandimage promotion; use of topic and event, brand influence expanding; with the help ofcelebrity, opinion leader strength, brand campaign; continuous monitoring of network publicopinion, to avoid encounters brand crisis; maintain and audience interaction andcommunication, to enhance brand loyalty; the integration of various resources, promote thebrand promotion.