The New Strategy Research Of Brand Image Promotion In Social Media

With the rapid development of mobile internet technology, human society hasformally gone into social media era. Social media has a unique way, which meanseach user is the manufacturer, distributor and communicator of content, to spreadinformation, thereby media communication between the users becomesunprecedentedly frequent and efficient. Facing this media revolution, domestic andforeign academic circles earnestly need to consider the tasks of rapidly innovatingbrand images, shaping brand concepts, and exploring new strategies to enhance brandimages. From this perspective and with social media as the breakthrough point ofimpact to build brand image, summarizing the social media concept, status and brandimage theory, this dissertation summaries and analyzes the status and problems inshaping the brand image of the current domestic enterprises in social media, discusseshow to use social media advantage to solve existent problems, and selects therepresentative cases for analysis. From theoretical and pragmatic aspects, thisdissertation demonstrates the value and significance of the thesis respectively.According to the summary and exploration to features of social media, thisdissertation puts forward the ’atomic-bomb-like’ structure of informativedissemination, points out the similarity, between informatively disseminating way and"atomic bomb explosion principle", which could be concluded as establishinginformation source, exerting informational pressure, using catalyst, detonating chainreaction, and releasing the tremendous energy. Based on this unique structure andfrom aspects of brand identification system, product, marketing, customer service, andhandling public relations crisis, this dissertation does an in-depth explorationaccording to the promotion of brand image, and puts forward new strategies,including using social media to build more affinity with the brand image transmissionplatform, expanding all-round product-displayed channel, building the expansion ofthe brand marketing model, refining the customer service system, exploring theopen mode of public relations crisis.Furthermore, accompanied by research, this dissertation does statistics andanalysis in preference degree of method of brand imaginary shaping in social media, by the means of questionnaire survey, including present situation, awareness, trustdegree of social media, and gets the first hand information. At the same time,designing brand image according to the actual needs of enterprises, this dissertationselects local Shaanxi clothing brand "YANGLAODA" as a typical case, pragmaticallydemonstrates the new strategies espoused by this dissertation.According to the unique perspective of brand imaginary profession, the projectaims to examine and study new strategies of improve brand image in social media inexplorative and creative ways, and concludes existent problems, in order to deeplyanalyze the features of social media, propound efficacious solutions, furthercompensate for the loss of theoretical research in improving brand image of socializedmedia, promote professional researching process of brand image, providereference for future relevant survey and development of enterprises.