Research On Brand Communication Of Demestic Mobile Phone Under The Trend Of SoLoMo

Along With the continuous development of three trends: social, localization, mobile, the way that consumers Send and receive information becomes more convenient, they are no longer a passive brand information recipient, on the contrary, they become the main part of brand information gradually. In addition, the phenomenon of homogeneity of brand information is growing more and more serious, brand information is difficult to attract the attention of consumers. At the same time, as the way that consumers initiate to contact brand information increased, the difficulty that brand information attract the attention of consumers raised too, at last, the center of brand communication activities transferred from product to consumer. Therefore, In terms of brand communicative strategies, enterprises must comply with the trend of SoLoMo from three aspects of the target audience, brand information, brand contact points, only in this way, they can obtain a favourable effect of brand communication in the SoLoMo era.The dissertation adopts the Comparative research methods, comparing with the Pre SoLoMo Era from point three aspects of the target audience, brand information, brand contact point. The paper introduces the brand communication strategy of SoLoMo era in three parts. First, recommends the brand information from three aspects of the target audience positioning, brand relationship management, audience segmentation; presents brand information from three sides: the main part of brand information, creative principle of brand information, brand information platform; analyzes brand contact point from three sides: propagation mode, offline communication, after-sales service. Thus proposed the brand communication strategy of domestic mobile phone under the tendency of SoLoMo, the strategy will divided into three parts which is Socialization strategy, localization strategy and mobility strategy, and makes a contrastive study of the brand communication practices of domestic mobile phone brands, analyses its brand communication practices which is corresponding to the tendency of SoLoMo. Finally, the paper will ponder the problems of So LoMo era from several aspects, such as Ignoring the brand life cycle, invading the consumers’ privacy, ignoring the phenomenon of low aged and aging of mobile user community, neglecting the Security of mobile payment. In summary, what the aim of the dissertation is to provide a reference for brand communication activities of other enterprises.