Brand Communication Strategy Under O2O Mode

With the continuous development of e-commerce in the Internet era, there O2O development model has changed the market structure. Under the new structure, brand communication has become an indispensable factor to promote enterprise development. Inherent in the mode of transmission and the policy can not fully meet the new communication environment, in the face of new circumstances and a road line with O2O mode of brand communication different from the previous consumer groups is especially important to explore out.This article reviews the literature related to e-commerce and brand communication, we found that for O2O mode research are more concentrated in the field of management and economics, in addition to the study of brand communication, brand communication and fewer will be placed under O2O e-commerce environment for analysis of.Therefore, this article based on the framework of communication theory, first expounded the concept and characteristics O2O model, analyzed the current situation of brand communication under O2O model and brand communication from the content, channels, and other forms of environmental aspects and discusses the characteristics of O2O mode We found O2O mode of e-commerce environment for brand communicators and the audience has a greater impact; then select retail industry O2O successful transformation cases - Suning Appliance as a study text, propagation analysis of the factors by which to explore Suning Yun Suppliers in O2O mode of communication strategy and brand characteristics, summarized in O2O Suning Appliance brand communication mode in some of the advantages and disadvantages, and based on these problems to make some targeted development strategy, with a view to the communicators in O2O mode how to spread under the brand has a certain significance.