Research On The Entrepreneurs' Personal Brand Marketing Communication

Entrepreneurs' personal brand marketing communication is to establish one-on-one brand association among entrepreneurs, enterprises and products based on entrepreneurs' personal brand for the purpose of deepening the public's awareness of their enterprises and products.The establishment of entrepreneurs' personal brand can not only meet entrepreneurs' personal career requirement but also spread their personal images, which can obtain the public's understanding and recognition together with enterprises and product brand images.From the perspective of organization communication, entrepreneur plays a kind of special role and has important tasks. Especially in the field of cross-organization communication, entrepreneurs act as an inter-role communicator, representing and protecting their organizations. The personal brand of entrepreneurs is not an ordinary sense of the personal brand, but also has attention sources and spiritual values of society.The first part of this thesis will elaborate on the background of related studies. The first chapter focuses on fundamental theories including the definition, category, personality and position of personal brand. This chapter emphasizes on individual entrepreneurs' brand value, compared with individual entrepreneurs' brand and corporate brand and product brand relationship, to carry out further analysis their individual brand marketing for enterprise organizations, such as importance during human resources. In Chapter II, text analysis methods is used, through analyzing domestic entrepreneurs' personal brand marketing cases, summarized the composition of brand elements and marketing communication strategy. In Chapter III, from the perspective of organization communication analyze entrepreneurs' role and tasks, finally settled in the marketing object. In Chapter IV, study about how to deal with crisis, the principles and strategy are summarized.This paper takes brand science, communication, management, marketing as the theoretical basis. Learning from "Harvard Business Review", "Chinese entrepreneurs," such as Chinese and foreign magazines, academic journals online enterprise, has personal brand for keywords to search the relevant articles .On the basis of existing research results, this article from the perspective of communication into a sort of personal brand marketing-related theoretical research, and product brands, corporate brands and entrepreneurs' personal brand, the relationship between brand analysis.In the analysis on entrepreneurs' personal brand marketing channels and marketing strategy, drama classification theory were introduced to compared the entrepreneurs in the different media multi-strategy to an actor, which can be more intuitive and more reflection of the image. In addition, from the perspective of organizations, entrepreneurs' role in the organization have done re-positioning, those who cross the boundaries of communication on behalf of the highest level. So that provides theoretical basis for marketing communications for entrepreneurs.