Study On Brand Communication Strategy Based On Leisure SNS In China

Mass communication gradually became a new communication form based on individual two-way communication, which made brand building the core competence face unprecedented challenge. The traditional methods such as setting up a business website, doing promotion on portal sites and search engines have become primary level of brand communication. If an entrepreneur wants to take advantage of the competition, he must always know clearly the new media envirionment, and find media platform conforming to his own products. Nowadays, SNS which theoretical basis is"Six Degrees of Separation"has become a great change in network developmence, focusing on the real relation between man and man highlighted its advantages as a brand communication platform at the beginning, and provided a good place for entrepreneurs'all kinds of marketing communications.While Researches for SNS on the brand communication were still at its primary stage, most of the contents were on how SNS made profits, how to make new product portfolio to cater to audience, these researches ignored that it's a key point for a company's rapid development and SNS'sustainable development to perfect brand's reputation and maintain customers'loyalty by virtue of network platform tools.The assay will be supported by the theory of 5W Communication Models proposed by Lasswell, brand positioning, brand equity, brand ContactPoint, brand models, at the same time discuss from the perspectives of communication, brand communication, integrated internet marketing. Analyzes leisure SNS'communication features, values of marketing communications, takes kaixin001.com for an example, and combine explanatory description with case study. Scheme for the enterprises and the leisure SNS. Embody brand elements spread, brand positioning, brand communication tools, user paychology, customer life cycle and personal communication, people-oriented thought, public relations, implantation, etc. The dissertation tries to investigate and make a little contribution to the study on better strategy for brand communication on leisure SNS for enterprises.