Research On Brand Communication Of Miphone

As a typical representative of domestic mobile phone brand, Miphone has won a high brand awareness banked on its Internet brand gene, since the first Miphone generation appeared. Miphone has created a model of brand communication through shaping its unique brand culture during its development in six years. However, along with the rapid development of network economy, the increasing of consumer brand cognitive ability makes mobile phone brand consumption environment change a lot. Miphone has stuck into a lot of problems, which revealed gradually due to its Internet brand gene. Meanwhile, Miphone, as one of the brands in mobile phone market, its brand communication activities has also disturbed by the mobile phone market saturation and has stuck into a embarrassing situation in the fierce market competition.Based on this, this thesis uses the case analysis and literature research to regard milphone as the research object of this study, and it is divided into four parts to research its brand communication activity from a macro point of view.The first part is a summary of Miphone’s brand communication characteristics based on its development. The most distinct feature of Miphone is the systematic production mechanism of fan culture through accumulation of core fans by brand positioning. And, at the same time, with the help of social media, it is magnified to spread information in the way of word-mouth communication. According to the different social media function such as weibo, WeChat and BBS etc, it is optimized by integration to form the brand media of miphone. Its brand name, brand logo and brand packing forms the element of brand communication to deepen consumer’s impression in a unified and concise way. Its brand transmission line in a hunger mode makes the information spread faster on the impact of its limited factor during its early time, and it creates a solid development foundation of miphone brand communication.The second part analyzes the new market environment which miphone brand communication might face. It gives a neat explanation from main competitors, potential competitors and upgrade of brand consumption demands to view the three dimensions as the object to make an explanation. As main competitors, Huawei mobile phones’ "double brand" strategy has promoted its market share; Letv mobile phone, as a potential competitor, its orientation content ecology has become the "third pole" of the mobile phone industry. The mobile phone brand personality customization demand has become the trend of the development of the mobile phone brand communication.The third part puts forward a lot of problems, which its brand communication might face. Miphone has formed the low-end of the brand image, which hindered the high-end brand communication. Offline brand communication channels has increased difficulty of its brand communication due to its weak foundation and the emergence of the fake Miphone, on the other hand, offline brand communication channels can be fuzzy object positioning.And the starvation mode may decline the brand loyalty. All these have become the problems of Miphone, which have concealed into the process of brand communication.The last part is trying to put forward the corresponding strategy of problems concealed in the process of brand communication. This part is a detailed explanation combining with related literature from four aspects. In the future, the brand communication development should be closely integrated with its ecological chain to reposition its brand, and it must clarify its function in the chain of intermediary platform. After six years development, its brand communication should continue to "make friends with the user",returning to its entrepreneurial mind and adhere to its fan culture. It is becoming more and more difficult to maintain its brand loyalty of its consumer groups. And the scope of brand communication channels can be chose in a smaller and smaller way. Based on those reality conditions, the miphone should not only achieve its cross-border spread from product and channel dimensions, also be appropriately from mobile phone consumer behavior and consumer psychology dimension to enrich cross-border transmission form. At the same time, its high-end propagation path needs to be done by extended upward product line, and it is important to establish an unique business 020 mode to expand its scope of brand communication. Only this, it can improve its systematic and integrated brand communication mode.