The Analysis Of The Brand Communication Strategies Of Domestic Social Media Centering On Photos

In the Internet age,more and more people are accustomed to living their social life through cyber social media.In consequence,the information in such social networking environment floods and overloads.To catch people's eyes,“In”,a social software mainly dealing with photos arises at this historic moment.“In”,developed by Hang Zhou JiuYan Technology Company,is a software which allows people to share their life moments through pictures.The goal of “In” is to help people share their social life through pictures and "make photos more fashion,life more meaningful".By photoshopping and sharing their pictures,people can record their life and strengthen their social relationships with others.What's more,they can spread both their attitude towards life and life flavor through “In”,which made it be known as the country's most famous social media.Aiming to "make photos more fashion,life more meaningful",“In” gained great popularity among young women once it met the market.“In” not only looks deep into the inner heart of women,but also meets women's needs for visual enjoyment,fashion,self-expression and social contact in an all-round way,taking the way it designs its interface and the way it shares photos for example.By using “In”,people reproduce and record their life and express the joy of life.Moreover,“In” possesses such functions as "adding stickers","tag" and "filter",which makes it easier to use,improves the quality of photos in a short time,improves the value of photos.This thesis,based on the social media “In”,makes a deep analysis of the “In's” brand communication strategies abiding by the following three rules: customers-first,products-first,and communication-first.“In”,giving great priority to domestic users,absorbs what is good for its development from culture and thus wins the heart of users.Besides,it regards young women as its potential users-it gives great priority to women users' needs and helps them tolive their social life.“In” achieved clearly-divided user operation by portraying its users based on refined calculation.By comparing other picture-based social media,the development team of “In” developed this social networking platform which can meet the needs of target users and is different from its counterparts.“In” improved its brand strength with the help of its functional advantages;enriched itself through its contents;got a closer buyer-seller by interacting with the users.When promoting itself,“In” made earnest efforts ti promote public good,inherited traditional culture and laid emphasis on cultivating excellent experts in this field.What's more,it pays great attention to business cooperation,public welfare establishments and exchange of business ideas to establish a brand image of a responsible corporation.The success of “In” represents the promising prospect of social media centering on photos and “In”,absolutely,will enjoy a great development space in the Internet age.The author of this thesis,through the study of brand communication strategies of “In”,expects to provide others with some suggestion on the research of social media centering on photos.And she also wants to provides some reference for the optimization of social environment through the exploration of the common law.