Study On The Brand Communication Of Liuyang Fireworks Based On Mobile Internet

Along with the big progress and rapid spread of mobile internet,human beings are able to communicate with each other anywhere and anytime through a two-way interactive channel.This study focuses on Liuyang Fireworks under mobile internet from the perspective of brand communication.Firstly,according to this paper,brand communication shows three features because of mobile internet.From the aspect of ways of thinking,decentralization,open and community thinking become the key thinking ways of brand communication.From the aspect of technology,high technology can enhance users the sense of participation,and the sense of user experience as well.With the development of big data,brand can make the accurate communication come true.From the aspect of communication platform,mobile internet can carry out communication activities by both new media and traditional media.What's more,social media becomes an important platform of brand communication.According to the survey of Liuyang fireworks,including the subjects of brand communication,the contents of brand communication and the effects of brand communication,we know that Liuyang fireworks have had the awareness of famous brand building.But it's main point is around participating in or holding large-scale events to carry out brand communication.That is to say,the brand communication of Liuyang Fireworks through mobile internet was in a small scale.So the paper argues that there existing three problems in Liuyang Fireworks brand communication,including communication ideas,communication contents and communication channels.In the end,this paper puts forward some strategies to solve the problems existing in the brand communication of Liuyang Fireworks.These strategies are on the basis of thinking,technology and platform of brand communication under mobile internet.Firstly,in the aspect of the ideas of brand communication,it should take education and cultural transmission as the mission of brand communication;it should take the thinking ways of mobile internet as its attitude;it should take building the positive images as its goal.Secondly,in the aspect of the contents of brand communication,it should use the most advanced science and technology to produce contents;it should take trans-boundary and integration to make contents innovation;it also need to develop storytelling to make the brand communication contents rich.Lastly,this paper points out emphatically that we need to expand the forms and channels of brand communication.That is to take the webcast and mobile video as the main forms of brand communication;take social media as the main channel to increasing brand awareness;and adhere to the multi-channel communication by both new media channels and traditional media channels.