Research On Mobile Internet Brand Communication Strategy Based On "5W" Mode

With the rapid development of mobile Internet technology,the scale of China's mobile Internet users growing rapidly.Mobile Internet users because of its large scale,spread wide,spread fast,social interaction and strong features,is widely used in corporate enterprise brand communication activities.Mobile Internet communication platform has become the preferred way of corporate brand communication,but the success of the mobile Internet brand communication but a few cases.Most businesses for mobile Internet applications in brand communication are still at the exploratory stage.Mobile Internet has not been taken full use in brand communication,nor effectively avoids disadvantages.Enterprise mobile Internet brand communication awareness,insufficient planning,leading mobile Internet brand communication has not received a better brand communication effects.Based on the "5W" mode of communication,this paper studies the strategy of enterprise development of mobile Internet brand communication.On the basis of comprehensive analysis of relevant research results at home and abroad,the first chapter from the main body of communication change,dissemination of content rich,the diversification of communication channels,target audience,influence factors of mobile communication effect complex five aspects,analyzes and summarizes the main characteristics of domestic mobile Internet brand communication.Second and the third chapter summarize five points of the mobile Internet in the brand communication and main difficulties currently.In the fourth chapter,from the point of view of communication contents,proposed the function of mobile Internet brand communication should fit the Internet trend.Besides,it puts forward that brand communication should be combined with,and hot events enhance brand awareness two strategies using entertainment communication strategy.The fifth chapter from the perspective of media channels proposes the construction of mobile Internet brand communication should pay attention to the two-way feedback mechanism,and puts forward the concrete strategies from three aspects of search engine,interactive web,social software.The main conclusions of this study are as follows:(a)Mobile Internet brand communication is the core feature of the target audience mobility,diversification of communication channels,as well as the factors affecting the spread of the effect of complex.(b)The mobile Internet has many advantages in brand communication,but there are many difficulties in the implementation of the enterprise,which is the core of the problem lies in the brand dissemination object viscosity volatile,and communication channels are not smooth etc..(c)In view of the mobile Internet brand communication audience object is easy to fluctuate the volatility of the problem,put forward to build a hot big event of the spread of the content strategy,can take this firmly to attract the attention of the masses.(d)To solve the problem of not smooth communication channels of mobile Internet brand communication,put forward to strengthen the establishment of two-way feedback mechanism,to make the target consumers get better interactive communication,achieve better brand commmunication.