Study On The Brand Communication Strategy Of The Enterprise Mobile Terminal Application Platform

With the development of information technology, mobile terminal application platform brand communications competition heats up, brand communication strategy adopted by an enterprise is a key factor to achieve competitive advantage. As one of China’s largest e-commerce companies and entities, Suning has always rigorous work, the use of a consistent brand development and communication strategy, improve market share, and continue to maintain a rapid pace of development, to become China’s leading integrated business. Suning Group after the launch of brand marketing network has brought great benefits, but also accelerated the pace of development of enterprises. Establish a network of brand marketing on the Internet and promote the corporate brand, brand name products under the net and on-line can be extended and expanded. With the accelerated process of China’s e-commerce, online brand marketing is increasingly important, using traditional channels business the sooner set foot in network marketing, for the enterprises themselves is a wise move.Suning E-commerce is a large comprehensive B2 C website, sales of home appliances,3C merchandise, developing a wide range of integrated merchandise online shopping platform.Suning control the medium-sized market, while continuing to small level of market penetration in the traditional field, in the field of 3C, 3C products will enhance the carrying rate associated accessories, household appliances in lifestyle, will provide total solutions for consumers’ kitchen. in the virtual goods market, the rapid expansion of the application software, game cards, tickets, recharge, and other value-added services to meet customer needs.In this thesis, first of all analyzes the necessity of the mobile terminal application platform brand communication specifically. Secondly, analyzes foreign and domestic enterprise mobile terminal application platform development status and trends of brand communication. Finally, analyzes the feasibility of Chinese enterprises in the mobile terminal application platform brand communication, the focus of Suning e-commerce as an example to discuss, in other words, that study online shopping platform Suning e-commerce brand communication strategy.Smart mobile terminal equipment as the "fifth media" by the enthusiastic sought after users and businesses. So mobile intelligent terminal device "screen" has become enterprises(especially the brand companies) sell products and brand communication of important battleground. The App has become brands communicate with consumers user’s natural ties.Mobile Internet matures; the popularity of smart devices terminals, for the prosperity of mobile terminal application platform provides a congenital condition. Emergence of the mobile terminal application platform for all companies(especially the brand companies)seeking new business models brought boundless imagination and endless business opportunities. With mobile enterprise application platform to seize the terminal user’s mobile terminal "Desktop" in order to lock the target consumer groups, in order to achieve sales of products and dissemination of brand value purposes.