Research On B2B Brand Communication Strategy

With the changing demand of the market, B2B companies have awareness the importance of brand. Meanwhile, a part of B2B companies has started their own brand building. General Cable (China) is committed to creating "General Cable" as their main brand and "Stabiloy" "Olympus"as their branch brand since entering Chinese market.Due to many years of the practice and exploration, General Cable(China) has formed a unique brand communication and promotion strategy.The main content of this research is divided into three parts. The first part has reviewed the brand communication case within china as well as the oversea case, analysis the present situation of B2B enterprise brand communication. The second part builds the brand communication model of B2B enterprise, based on the Wilbur Schramm’s communication model and the experience in brand communication of General Cable. With the foundation of the model of B2B enterprise brand communication, the paper analysis the specific elements of the model:communicator, content, channel, audience and effect, combining with the actual case of the General Cable. In the third part, with the analysis of the practice of General Cable brand communication, this paper summarized the characteristics of General Cable brand communication. "The first class of communication" is the key part of the process of brand communication. During "the first class of communication", particular brand communication channels should coordinate with corresponding content of communication, this practice could enlarge the positive effects of brand communication. Based on the analysis of the former part, this paper has proposed the strategy of B2B enterprise brand communication.