The Strategy Research Of Brand Image Promotion Of Enterprise In Crowdsourcing Marketing

As an emerging economic phenomenon, crowdsourcing has released ordinary participant creativity; also revealed a new way of value creation to enterprise. At first, the enterprises only take crowdsourcing as a platform of problem solving and production. What is important to enterprise is the ability to problem solving and innovation. However, with the continuous development of business practices, enterprise expect to capture more multiple values from crowdsourcing, such as product promotion, brand marketing communication, the role of crowdsourcing in brand image shaping and promotion is more and more prominent. This research made a clear definition to the evolution and nature of crowdsourcing through abundant literature research and information collection, and concluded a series of strategies about brand image how to control the pros and cons and get a promotion relying on crowdsourcing marketing started from the dimensional form of brand image, combined with concrete practice of crowdsourcing case, thus, making a positive contribution to theory and practice of enterprise.This research mainly adopts literature research, case analysis, and network ethnography.The article found that crowdsourcing has experienced from "online model of problem solving and production" to ?open innovation model of coordinated production? to ?the information communication system of multiple value capture ", the essence of crowdsourcing as an information communication system also revealed. Not only the participants making information production and creation in crowdsourcing marketing system, but also deeper marketing and public relations, which is called crowdsourcing marketing behavior. According to the brand image dimensions and the characteristics of crowdsourcing marketing, this paper draws the conclusion: enterprises can promote brand image from four dimensions: product experience?cultural communication?emotion symbol?social share,which constitute a brand image promotion model named CESS. The model based on a brand community, include 8 specific promotion strategies, such as product idea strong support, mass customization, public service crowdsourcing promote corporate image, sustainable culture called and infection, viral word of mouth marketing and use star power flexibly and so on.