Research On The B2C Enterprise's Brand Communication Effect In Micro-blog Platform

Enterprise's Weibo is not only a brand display window and information release platform, but also an emotional hub of the media between enterprises and consumers establish. Weibo as emerging digital media transmission system have many advantages such as efficient and convenient information communication channels, more press close to consumers the interactive mode of transmission, the spread of the incomparable power, convenient accurate marketing model, and all above this has become weibo as one of the important medium of communication by many enterprises and brand.Weibo become B2C enterprise brand communication platform for the quality, because weibo for B2C brand spread not only provides a cheap platform for the media, also provides a kind of interactive communication with audience's nature and humanity, sincere communication, B2C brand of establishing a good brand relationship with audience. And the study of B2C enterprise microblogging brand communication effect is undoubtedly deepen the cornerstone of B2C enterprise brand communication.Based on the theoretical perspective of brand communication, this study mainly adopts content analysis and case study research method of combining. Choose one of the most influential as the media, sina weibo with representative four domestic B2C enterprise official weibo for object, focuses on the audience to the weibo content of cognitive reaction and emotional attitude. Combining with the knowledge of theory of communication and advertising, to explore the B2C enterprise microblogging brand spread information content and communication effect, and based on the analysis of effect feedback and further optimize the microblogging platform content and brand communication strategy. The research results show that:first, business owners weibo account have influence, the density of fans are positively correlated with brand communication effect; Weibo release quantity does not directly determines the effect of the brand communication; Second, under the brand communication strategy of different audience emotional attitude difference is obvious, the audience more receptive to interact, promotion, brand public relations have interests such as microblog information demands. Composite declined Po Po information content dissemination effect than single weakness. Third, weibo the hierarchy of information dissemination and forwarding, the longer the chain, the more the farther information diffusion range, brand communication the better the results. Opinion leader plays an important role in the spread of the hierarchy and microblogging issued in the form of combination, easy degree also influence the spread of brand effect; Fourth, different B2C businesses under the same communication strategy, restricted by enterprise property and transmission technique communication effect difference obvious, enterprise microblogging operations team of professional level and media literacy directly affect communication effect. Finally, this article also B2C brand communication in the future relationship with the microblogging is prospected.