The Research On Microblogging Communication Of Enterprise Brand Marketing In The New Media Era

With the development of 3g technology and entension of people' lives,there has been a transition from the traditional information network to a innovative tool era in our society. Since Dell achieved the success of brand marketing on Twitter, there has set off a wave of microblogging brand marketing in the worldwide. In China, although many enterprises have joined the ranks of microblogging brand marketing, how to use microblogging for brand communications, is still an important problem for domestic enterprises in the exploratory stage.Based on the theory of microblogging brand marketing and the investigation of five brands marketing communication on domestic Sina's mircblog,this thesis is to analys the current problems in microblogging brand marketing of domestic enterprises.Meanwhile, combinated with the classical communication theory, there have some concreted coping strategies proposed in the thesis. Domestic mircroblogging brand marketing communication should take the following strategies:First, on the basis of commuicated content, enterprises should share some valuable information with audience, thus spread the culture of enterprise and brand value. Secondly, enterprises can construct emotional marketing with mircroblogging audience and opinion leaders by brand personification, which continue to communicate brand culture in subtle interaction. Thirdly,focusing on the combination of online and offline marketing, corporates must be good at using the microblogging function and features to communicate their brands, which create a new channel for brand marketing communications.Finally, with the integration of multiple internet resources and marketing activities, enterprises can expand the brand marketing influence.The innovation of this thesis is to apply classical communication theories to the microblogging brand marketing communications in the background of economics.At the same time, the thesis also has some contributions in exploring the research of microblogging brand marketing communications for these domestic corporates under the age of new media.