A Study On The Bank Enterprises’ We-media In Brand Communication In Henan Area

Nowadays,for the spread of corporate brand,some managers still remain in the "brand communication is advertising in the media platform" level,its business is still in the form of outsourcing,commissioned,the use of specialized media organizations to achieve brand communication;The emergence and development of new media,enabling enterprises to have a self-enclosed environment can be in the entire market as a whole society or even borderless cross-border brand communication of new tools: such as corporate websites,in various social networking sites The opening of the public and so on.Enterprises through these platforms,not only can independently achieve their own brand communication activities,but also to strengthen the internal management of enterprises.Since then,enterprises can fully and independently use all kinds of media platform to promote corporate brand,its brand communication model has also been able to achieve "to B".In this way,companies will be able to master their own brand communication activities,the dependence on third-party institutions greatly reduced.The current market competition has begun to show mainly focus on the trend of brand competition,China’s enterprises began to develop not only limited to the investment media platform for advertising,but more turned to the mobile Internet gave birth to a variety of self-media platform.However,the reality is that enterprises on how to use the media platform to enhance the brand communication effect,to create the ideal brand image,as well as enterprises from the media in its brand communication activities in the role of the study is still in its infancy,the industry compared to the media from the media operations and dissemination The effect of the study is very few,the lack of systematic exposition.Based on this reality,I believe that according to the industry to classify the brand communication effect of the study,and the brand communication theory applied to the enterprise from the media operation is very necessary,through such research,enabling enterprises from the media to give full play to its role,With the audience to communicate and efficient feedback emotional interaction,to achieve the best brand communication effect.Based on the theory of communication,the theory combined with the empirical analysis,with the case study results and public opinion monitoring software for data comparison analysis,through the same industry from the media development of the status quo,the enterprise opened from the media account and how to rely on enterprises from the media How to correctly use the enterprise’s self-media platform in the daily business sales,management consulting,brand maintenance and crisis transmission and other fields;how to avoid the use of the media platform from the process of some common errors(such as the use of the media platform to create a unique brand image;,For enterprises in the operation of the media platform for the brand communication activities from the practical level of operation to provide some suggestions and reference for business reference.The paper first discusses the connotation of the brand communication,and then analyzes the characteristics of the enterprise’s media brand communication from the aspects of the communication initiator(enterprise),the mode of transmission and the process,the main content and the communication effect.Then,under the new media environment,based on the analysis of the development of brand communication from media communication tools,this paper analyzes the main needs and existence of Henan banking industry in combination with the empirical research data of banking industry in Henan Province,and compares the effect and advantages of the enterprises from the media Problem,and finally,put forward the banking industry to improve the efficiency of brand communication guidance.