New Thoughts In Brand Contact Point Design Based On Mobile Social Media

The era of mobile Internet has changed the use's habits once again.Because smartphone obtains information is convenient and communicate in time,and people also increase reliance on it,at the same time,social media based on the smart phone mobile is also getting extensive attention of the whole enterprise brand.The high development of e-commerce,especially mobile Internet gives consumers more rights of transparent price comparison and comment to share.Social applications and e-commerce client components highly coincidence,social becomes an important connection of driving force for consumers.Represented by WeChat and micro blog home end grow rapidly,mobile social media users become a transmission power which can not be ignored.More and more enterprises also release their own enterprise contents through social media in order to achieve a series of profit-making purposes,for instance,marketing,brand building,word-of-mouth,customer management,cultural output and so on.However,due to the spreading characteristics of mobile social media itself and corporate brand content communication behavior and target does not match in the environment,the enterprise is often far from harvesting and expected.In the era of information explosion,what kind of brand communication could capture the eyes of consumers? What kind of brand information will more likely lead to the spontaneity of users to share? How to make sustained and effective brand communication to form a positive brand impression? Branding is a process from simple to complex,from form to content,from local to the system.Because of the core value of the brand is to create differentiation and a competitive strategy.When a brand is to make a shine at the moment of method,competitors will learn soon,and then the whole industry will appear the same brand spread and brand identification form,and also loses its differentiation advantage.So,if you want to let the brand stand out,you have to be looking for new ways constantly.So in such a cycle of evolving brand under dispute,the means of brand competition is more and more complex,more and more advanced.This article will take the "brand contact point" as the breakthrough point,take the mobile social media as example which has current users base example---such as sina microcobol,WeChat,take users as the research object,I will analyze WeChat microblog the typical case of brand communication of WeChat and microblog in recent two years,and find out the key of the mobile social media brand communication node,spread scope and path,and combining the SICAS consumption decision model,build the consumer decision-making model based on mobile social media brand contact point.Combined with the model,I will help enterprise or brand chose mobile social media reasonably,use the brand contact point to continue to deliver unified brand identity design strategy.I will provide theoretical basis and guidance significance for enterprises to more efficient use of mobile social media brand marketing.