Research On Brand Spread Of Internet Corporates Based On We-chat Platform

The revolution of information technology brings a great development of internet technology.The rise of new social media is changing the way of the public access to information,and it is also making a difference on interaction between enterprises and users.Corporate's traditional brand spread is always being challenged by the new mobile and fragmental reading habit.A single advertising channel is unable to spread corporate's brand accurately in the user community.Thus it is very essential for corporates to find other new Medias to meet their aims in spreading their brands.We-chat public platform is a new business model which is based on amount of users.And corporates and users can achieve seamless docking and interaction online to offline(020).It develops a new way for corporates'brand spread.Since being founded,DI DI Taxi has always paid great attention to the use of We-chat public platform to carry out brand communication.It has built 66 top-down We-chat matrixes,and each of them has team and funding as operational support from headquarters to the regional city.DI DI Taxi service We-chat account has accumulated nearly 80 million fans,its transmission and influence has great competence in the enterprise public We-chat platforms and DI DI Listening We-chat account also enhance the consumer's knowledge of DI DI Taxi through content marketing.Therefore,both in market share of online car-hailing and the dissemination of the effectiveness of the assessment indicators provided by We-chat public background data,DI DI Taxi has achieved remarkable results in carrying out brand building and dissemination through We-chat platform,which provides the domestic internet companies with reference for the promotion of brand channels building and brand improving.Based on literature research,case analysis and questionnaire survey,this paper takes the realistic development demand of corporate as the starting point,combines the characteristics of we-chat public platform,and applies 5W model to We-chat platform operation.Through main spreading subject,spreading content,spreading channels,spreading audience and spreading effects this 5 dimensions,this paper explores how to achieve the internet business brand communication through planning and operating We-chat platform.Finally we have fowling results.Firstly,Enterprises must do something unique in the brand which should be different from competing products and personalized positioning;and establish the brand personality so that users can create unique brand sense.Secondly,in the content planning,corporates not only need to create a brand image with a high degree of fitness to achieve the purpose of brand spreading,but also need to meet the consumer access to information and the need for entertainment,and therefore promote the sharing behavior to expand spreading efforts.Thirdly,in the process of brand spreading,corporates need to establish fans' goodwill and loyalty to brand through the message replying,formation of community and active interaction with fans.Fourthly,given the characteristics of We-chat transmission,brand information content should be diversified to adapt to the audience' fragmented reading habits.And finally gives realistic recommendations and provides reference for internet corporates,brand spread.