Study On Small Enterprise Brand Communication In Newmedia

In recent years,all kinds of new media applications are emerging,among them,micro-blog and WeChat t are the most popular applications which has the largest number of users.These two super platform affects all aspects of people’s lives,all kinds of marketing and brand communi-cation behavior are also very frequent.Of those,the behavior of small brand communication in micro-blog and WeChat deserves further deliberation and extensive study.In the new media era,not only well-known enterprises can use rich resources creating successful marketing cases,small brands can also use excellent products,creativity,communication to achieve success in marketing.This thesis analyzes some successful cases of small brands,these brands achieve explosive growth through advertising campaign in micro-blog and WeChat.These cases have a reference value for other small brands.At present,compared to other new media applications,micro-blog and WeChat are the most important platform for small brands communi-cation.Therefore,this thesis in micro-blog and WeChat comparison and analysis the small brand communication.Based on the classification of communication types,this thesis compared with the public communi-cation,interpersonal communication,group communication in micro-blog and WeChat about small brand communication,and focus on the similarities and differences about content control,text type,opinion leader,communication mode in the two platforms.On the one hand,it is helpful to grasp the different characteristics of microblog and wechat communication type from the perspective of communication,On the other hand,it also provides a useful way for small business to use social media for brand promotion.