Research On The Brand Communication Strategies Of China's Small And Micro-Creative Enterprises

With the rapid development of information construction in China,the rapid rise of network and marketing platform,and the trend of consumption concept which towards personalized and small minority conversion,the survival and development of small and micro-creative enterprises have greatly expanded.At the same time,the role and function of small and micro-creative enterprises which depending on its unique brand characteristics,cultural diversity is different from the traditional large-scale cultural and creative enterprises.Based on the theory of brand communication,this paper analyzes the driving force of small and micro-Creative enterprises' brand communication and the dilemma encountered in the communication process.Based on the characteristics of the current market environment,the characteristics of small and micro-creative enterprises themselves and the successful experience of domestic and foreign excellent cases,this paper proposes different targeted strategies,and provides reference and inspiration to the development of the small and micro-creative enterprises.In the brand development process,small and micro-creative enterprises need to apply internal and external driving force effectively to eliminate brand communication difficulties and remaining problems.From the external environment,small micro-creative enterprises on theone hand can use the network financing channels to lift the cost of brand communication restrictions,to a certain extent which can reduce the risk of brand communication;on the other hand,small and micro-creative enterprises need to respond actively to supporting policies to enhance brand awareness,and which will be translated into reality level of brand communication practice.From the internal environment,the small and micro-creative enterprises need to innovate and upgrade its own brand attributes and dissemination goals,in order to achieve its brand communication concept optimization.Aiming at the existed difficulties in the brand development process of small and micro-creative enterprises,such as shortage of deep development of brand resources,fragmented brand communication range and rough content of communication,this paper puts forward corresponding strategies.First of all,small and micro-creative enterprises need to emphasis on ties of brand core value,focus their own brand resource integration which includes both mental and material resources,also includes a two way integration of internal and external resources;on this account which will ensure long-term growth and stability of brand for small and micro-creative enterprises.Secondly,small and micro-creative enterprises need to integrate their brand communication information of which the main body needs to convert from consumer-oriented to business-led pattern,and need to convert their information form ofbrand communication from a single form to a multiple combination.Finally,small and micro-creative enterprises should integrate the brand communication channels,co-ordinate different channels of communication functions to enhance the breadth of brand communication,open up online and offline communication platform to promote transformation and integration of consumer behavior and experience behavior to enhance brand communication depth,and promote the brand to intrepid and longgevity.