China's Three Major Home Appliance Brands On Twitter Brand Communication Strategy And Interactive Effect Research

China has become a major import and export country in the world,and China's home appliance brands are gradually emerging in the international market.However,20 years ago,China's home appliance brands were mainly based on OEM models in global market.With the deepening of the internationalization process,Chinese home appliance brands have adopted the internationalization of their own brands as their main strategy.At the same time,with the maturity of Web 2.0 technology,social media has gradually become the focus of modern communication.Social communication has subverted the form of the original mode of communication.All major brands regard social media as the main stage for spreading their own brands.China's sea-going brands can't avoid interacting and communicating with foreign consumers through social media in the international market.Therefore,in this cross-cultural background,what kind of communication strategy does the sea-going brand adopt on the international social media? What kind of communication effect is achieved? How to carry out brand international communication? Be the focus of this article.This paper chooses twitter as the research medium,and relies on the theoretical basis of social communication and brand international communication.It uses the methods of content analysis,case study,comparative analysis and empirical analysis to study the communication strategy of China's three major home appliances to the sea on twitter,and their interactive effects.It is divided into five chapters.The first chapter introduces the research background,literature review,research method design,innovation and difficulties.The second part describes the current status of the brand of home appliances industry at home and abroad.The third part is based on twitter-based content analysis,which analyzes the communication strategies and corresponding cases of the three brands on social media.The fourth part is the comparison between communication strategy and user interaction,and related empirical research.The fifth part puts forward the research conclusions and counter measures.The study found that a variety of content,especially consumer interactive content,is beneficial to the interaction effect.The emergence of Chinese elements is positively related to the improvement of interaction effects.However,Chinese home appliance brands currently use less Chinese elements in the media,and the confidence in local culture needs to be improved.In addition,Chinese brands lack a clear communication strategy,and their overall activity on Twitter is not high,and there is still a gap with international brands.Finally,the author put forward four suggestions based on the findings,hoping to help the international dissemination of Chinese home appliances brands.