Research On Enterprise Brand Communication Strategy Based On Social Network Site

SNS is a new Internet application of Web 2.0 era. It breaks the traditional face-to-face communication mode to integrate information dissemination, entertainments and interpersonal relationships, and it also Contains the great commercial communication value. SNS advocates real name registration and real user information, which not only provides the enterprises with accurate user groups to implement the precise marketing, but also helps the enterprises to excavate potential target customers, and to improve the enterprise brand loyalty. But to spread the brand efficiently, only telling the consumers about the products doesn't work apparently, how to make the target customers understand the brand thoroughly, make interactions with the brand, and recommend the brand actively are very important. SNS provides the enterprises with a brand communication platform which helps the enterprises to make depth interactions and communication with target consumers, so the enterprises should make full use of this network platform full of business opportunities according to their own conditions. However SNS is a new network application, which is lack of the comprehensive,systematic research at home and abroad. Especially the research on the combination of SNS and brand communication theory is much less. Taking renren.com and kaixin001.com for example, this paper attempts to analyze deeply the three brand communication strategies, and it also puts forward integration measures according to the brand communication strategies. I hope the research can not only make up for the insufficient of the related theory research, but also provide the advice and theoretical supports for the enterprises'practice activities.This paper is divided into five chapters. The first chapter is the introduction; the second chapter is the basic concepts about SNS and brand communication; the fifth Chapter is conclusions and prospects,which mainly study the shortages of this paper, the research innovation and the outlook for the future; the third chapter and the fourth chapter are the key sections, and the core parts of this paper.The third chapter, taking renren.com and kaixin001.com for example, makes full use of many pictures and diagrams to materialize the abstract strategies and to study the communication value and the current situation of three brand communication strategies. The three enterprise brand communication strategies based on SNS include the communication strategy of SNS web advertising, the communication strategy of setting up enterprise's brand public page service, and the communication strategy of SNS game components combined with implantable advertising.The fourth chapter mainly analyses disadvantages and integration measures of the enterprise brand communication strategies in SNS, which is the important innovation of this paper. The integration measures are divided into three aspects, which are vertical integration, horizontal integration and the integration combined with new network applications(LBS,3G,group purchase,online shop). The vertical integration measures focus mainly on the optimization of the brand communication strategies own and the cooperation among them, avoiding their own weaknesses, and taking the positive effect by complementary advantages that one add to one is greater than two. the horizontal integration measures focus mainly on the combination with the enterprise aggregation marketing, and the integration with product sales strategy and service strategy. The integration measures combined with new network applications focus mainly on LBS,3G,group purchase and online shop in order to adapt to the environment, and to keep the brand vitality and innovative.The features of this paper are mainly reflected in three "new". Firstly, the research direction is new, which grasps the theoretical frontiers about the efficient combination of SNS,enterprise and brand. Secondly, the research content is new, which analyzes the unique,novel brand communication strategies based on SNS, and puts forward the innovational, systematic integration measures. Finally, the study cases and data are new, which are typical cases and the latest date to verify the efficient communication effect of SNS.