Research On Enterprise Brand Communication Based On WeChat Public Account

With the development of mobile Internet technology and the expansion of applications and the amount of users,the new media platform(such as WeChat)is becoming one of the main ways for people to get information.With the continuous development of economy,business owners' attention to brand is increasing.How to use the new forms of communication method to make brand communication has become a task that must be considered in the new environment.In fact,more and more enterprises,organizations and individuals choose brand communication through the new media platforms.The past ways of traditional brand communication has faced new challenges in the new era.This paper is based on the development of enterprises and the need of era,the FOTILE group is a certain example in kitchen electric industry so that it was chosen as the research object in the new media and brand,The CBBE model(consumer based brand equity evaluation)is applied to the analyze,from the six dimensions of brand building(significant,performance,image,evaluation,feeling and resonance)point to the brand communication process via WeChat public account.Trying to explore the feasible path of WeChat platform brand communication under the new technology background,the paper aims to provide some case analysis and strategy reference for the practice of brand communication.The whole article is composed of six chapters,consisting of two parts:theoretical analysis and case analysis.The theoretical analysis is mainly focused on the first and second chapters,and third to sixth chapters are case studies.The first chapter is the introduction,the second chapter is the theoretical combing,clarifying the core characteristics of WeChat public account and brand communication,analyzing the current relationship between the two and the necessity of research.The third chapter is the focus of the paper.With the frame help from CBBE six-factor model analysis and interview information,we analyze the current situation of FOTILE group's brand communication based on WeChat public platform.The fourth chapter points to the rethink of the current situation.By using case analysis and contrastive analysis,it analyzes the problems and causes of FOTILE's official WeChat public account building.The fifth chapter is the overall proposal of the WeChat platform brand communication strategy,and puts forward the solutions and solutions according to the status and problems mentioned in the previous article.On this basis,the WeChat platform brand communication strategy is diverged to the universality,and a series of discussions are made for the substantive contribution of the research.The sixth chapter is the review and reflection of the whole research process,summarizes the full text and trying to provide reference for future research on.Overall the full text analysis,the FOTILE group has formed a relatively perfect system in WeChat public account operation.The exploration of brand communication through WeChat public account has been developing from then on.Although there are some useful attempts,methods from the management level to the operation details can be improved.As this emerging industry meets lots of developmentally problems,operators need to pay more attention to the protection of original contents while improving their legal awareness.Some practically details should be mentioned.When make article pushes,try to tell a good story to enhance brand personality and strengthen the brand identity;improve the label in the dialog box and screen out exact contents to improve brand performance,cultivating brand image to enhance the brand connotation;enhance the brand reaction through precise user portrait and brand community construction;enhance the brand resonance through customer relationship management and stronger communication connections,focusing on one platform(such as WeChat public account)to build a solid fans community,.