Study On The Brand Communication For The Electronic Commerce Enterprises Through Microblog

As a media of corporate brand, micro-blog is widely noticed. At the same time, the electronic commerce trend of microblog has become clearer. With the the port opening to pay on the microblog and microblog sharing the account with the electronic commerce enterprises, more and more electronic commerce enterprises pay much attention onpromoting products and service on micro-blog, publishing promotions, carrying public relations activities, to creat and enchance the brand. What kind of brand communication strategy for the electronic commerce enterprises is reasonable and effective?Based on the perspective of brand communication stuies, this paper explores the brand communication strategy for the electronic commerce enterprises through micro-blog. First, summarizing the theory, recalling the traditional brand communication strategy and their new changes in the microblog environment, analyzing the model of brand communication effects in historic combing, exploring the measure index for the effect of brand communication on the microblog. This research focuses on the content of microblog, it analyzes the content of@Jingdong,@Tianmao,@Jumeiyouping and@Weipinghui through the content analysis. Analyzing the effects of the brand communication by the microblogs’comments, the result suggests that the amount and attitudes of comments in different brand communication contents make big differences, and no attitude is popular in users’ comments. The effect which the enterprises official micro-blogs influence the users is limited. It studies the users’ attitudes to the contents of the four electronic commerce enterprises’micro-blog through cross-table analysis, judging the merits of microblog content. Also, this paper proposes some specific strategies, includes:promoting targeted products; using intertextuality text and game thinking to guide the contents of interactive marketing; telling the contents of public relations in a amusement and story orientation; emphasizing technology strategy of sales promotion’s means. To integrate theory with practice, this paper points out the deficiency of the research and future prospects.