Research On Information Release Strategy Of Enterprise Microblogging Platform Based On Brand Assets

The advance and popularity of the Internet technology and computer technique bring people into the information age, and it requires the marketing management which related to people’s life to be changed and improve. To be a social media which use topics to link people and spread information unidirectional, Microblog is more beneficial for the spread of the information from the company. So that the microblog’s meaning to build and protect brand equity is more important than the other SNS, which use relationships to link people and spread information bidirectional.Brand is a powerful means to ensure the competitive advantage of the company. It can help the company save the cost of marketing promotion, increase the value added of products or services, improve company image and competitiveness, and it is benefit the extension of the company. As the company’s long-term asset, brand should be managed carefully in order to not be depreciated. Brand equity management is an important content of marketing management. The progress of the information technology requires the marketing management to be improved. To managing brand and marketing channel with new technology are important to marketing management.This paper analyzes the correlation between the official microblog’s behavior of the company and enterprise brand equity. Using sample statistics and analysis method of mathematical statistics to dig up the behavioral factors which are beneficial to the construction and maintenance of enterprise brand equity, and consider the theory of brand equity, we can discuss how to use microblog platform for enterprise brand equity management. In order to give advices to the company’s brand equity management in the information age which social media growing rapidly.