On The History Of We Media Communication From The Perspective Of Enterprise Brand

The arrival of information ear and the continuous innovation of Internet technology provide a new way for the we media communication of enterprise brand.According to China Internet Development Statistics Report released in 2016,up to December 2015,the size of Chinese netizens reached 688 million and the total number of new users was 39.51 million.Significant user traffic provides a user base for the we media communication of enterprise brand and many enterprises have made outstanding achievements in this process.According to the development of enterprise?s we media communication,and combined with the development stage of marketing communication,the development of enterprise's We-Media communication can be divided into three stages from the corporate brand perspective:Emergence period:The main transmission positions was company's own media,such as the internal publication,Yellow Page and the official website.The channel of communication changed from paper to Internet at this stage.The communication model of this stage was the one-way communication,which was content-oriented model.Expecting to develop brand impression in the consumers? mind,the company focused on content classification and style,and provided comprehensive text image information.Developing period: entering the real era of we media communication,The main representative platforms are Blog and SNS,transforming successfully from a one-way transmission to two-way transmission.The main communication model of this stage was the Interactive communication,which contained a variety of ways of expression,such as Pictures,text,audio and video.Expecting to build a good brand relationship with consumers,the company takes the user behavior and attitude as the center.Outbreak period: The transformation of intelligent terminal equipment provides a new direction for the development of enterprise?s we-media communication.Wechat,micro-blog and APP are the representative platforms of this stage.Two-way propagation and multi-directional propagation are the main modes of transmission at this stage.Taking User identification as the center,making full use of online and offline communication,enterprises aim to create brand value with the consumers.On the whole,the we media brand communication of the enterprise has a lot to do with the change of the media platform.At the same time,there is a great relationship between the change of media and the revolution of technology.The thriving we-media will be a powerful tool for the development of enterprise brand communication.Turning fans flow into purchasing power is still the focus of the industry.How to produce quality content is still the most important mission in the development of brand communication.