Research On We-media Communication Strategy Of CH Company

With the continuous development of media technology,people's access channels and ways of information are changing dramatically.The brand communication of enterprises has gradually evolved from the original one-way publicity to the two-way communication with the audience.The marketing is also changing from the traditional marketing and promotion mode to the development of all media information direction,Especially the new media platforms such as Wechat,Micro blog,community forum,short videos,which are becoming more and more important in corporate brand communication.This thesis is aimed to study the communication of We-media.CH Company is a typical representative of China's traditional household electrical appliances industry.At present,especially in the face of the "invasion" of cross-border brands such as Xiaomi and Huawei.The company needs to make appropriate adjustment and improvement from strategy,industry,technology and brand.Through systematic research,we hope to have a systematic and in-depth understanding of it,optimize CH Company's communication by We-media,activate decades of brand accumulation,and bring some inspiration and reference to the brand communication of durable goods,especially the self media communication.This thesis mainly studies from four parts.Part 1,it combs the theoretical basis of brand communication and the practical application of related knowledge system from the theoretical perspective.Part 2,it makes an in-depth investigation on the status of CH Company's We-media,including positioning,audience,channel,content and the operation of the main platforms and so on,so as to put forward existing questions.Part 3,it analyzes problems from the brand positioning.Part 4,it combined with the above analysis and the actual situation of CH Company,this thesis put forward strategies to solve the problem of self media communication,which is including the communication audience,source of content,communication channel construction and corresponding implementation plan and evaluation.Through putting forward the questions,analyzing and solving problems,this thesis constructs a relatively reasonable We-media communication matrix for CH Company's We-media communication,and gives the corresponding communication strategy and overall implementation plan.In the process of implementation,the communication effect has been shown,and it also hopes to provide reference for other enterprises,especially for traditional manufacturing enterprises.