Research On The Strategy Of Brand Communication Based On Social Media Of Bao Jun Car

In recent years,mobile Internet technology by leaps and bounds and the popularity of mobile terminals,social media has become an integral part of people's social life,so the social media has become a brand of brand competition.However,in the new field of social media,both the way information is transmitted,the information content generation mechanism,the user's behavior mechanism,the brand communication theory and the strategy are changing,the enterprise brand marketing personnel face new challenge The At the same time,the growing market competition today,various enterprises are also facing the traditional brand marketing brand communication costs remain high,the spread of more and more difficult dilemma.The emergence and prevalence of social media,no doubt to the enterprise has brought new hope.Compared with the traditional media,the irreplaceable participation characteristics,dialogue and communication characteristics,community makes it not only will help the marketing of enterprises,but also become a long-term position of corporate brand communication.China as the world's first car sales power,the car market after a blowout,the emergence of the market downturn and fierce competition,this competition is not only reflected in the price,service,channels,technology and appearance,etc.,but also reflected in the advertising Delivery,brand communication and a series of marketing means and heavily advertising on.To some extent,advertising marketing is the engine of car sales,not only to enhance the brand awareness,but also to guide consumers' propensity to consume and buying behavior.If the use of social media,the weapon for the brand communication,is China's auto brands to solve the problem.Therefore,this research topic will be brand communication into the background of social media marketing,through the analysis of the background and significance of the study to explore the status quo at home and abroad,put forward the content and methods of this paper,analysis of China's auto brand in the socialization This paper discusses the status quo of Po Chun automobile based on social media brand communication,discusses the existence of brand communication based on social media in Baojun automobile,and analyzes the problem of brand communication based on social network.The paper analyzes the brand communication of Baojun Automobile and its competitors,And qualitative perspective on the brand communication of the audience to analyze the process of social media brand communication,the brand integration of the elements of communication research.Finally,the author puts forward the four optimization strategies of integrating the communication strategy of the social media platform,the media marketing strategy of the content marketing agency,the user management community strategy and the communication process integration,and from the aspects of the organization,the partner and the process,Research on the Safeguard Measures of Automobile Socialized Media Communication.It is hoped that the research of this subject will provide theoretical support and practical guidance for the future use of social media for brand communication practice,and also have some reference for the future theoretical system research.