Research On The Strategy Of Enterprise's Brand Communication Based On The Perspective Of Digital Marketing Communication

The development of technology change rapidly, the social marketing communication environment of great change, marketing communication way change innovation constantly. The first stage of marketing communication based on enterprise products, can be divided into second stages of product marketing; marketing focus on the enterprise marketing integration, can be considered to be management marketing;third stage marketing pay more attention to people-oriented that rise to the effect of the fourth stages of relationship marketing; marketing communication by network technology revolution, can be regarded as network marketing. With the continuous innovation of Internet technology, the media environment is constantly developing,enterprise marketing has entered into a new environment, namely the digital marketing communication. In the digital marketing environment, enterprises should actively adapt and adjust its own brand communication strategy, so that they can in a dominant position in brand competition.Brand communication of digital marketing communication theory of enterprise has theoretical and practical significance, communication environment,communication means and communication object changes are deep. The audience strategy, content strategy, media strategy and integration strategy in four aspects of digital marketing communication as the domain of corporate brand communication strategy points, and with Nike as a case study, in order to provide reference for brand management practice of domestic enterprises. This article introduces the theory of digital marketing communication and brand communication related to study together,to fill the gaps in related research, enrich the brand communication strategy research content, find new perspectives for the development of the theory of brand communication, better for enterprise brand communication activities to provide reference.