Study On Enterprises Brand Communication In Microblogs

With the development of Internet technologies, network applications update every day. Since microblog entering people’s horizons, it has guided the Internet life with higher tendency. It’s an excellent opportunity for the commercial value exploring when the users converging, lots of enterprises ranks among the brand communication in microblogs.Microblog communication influence penetrated, meanwhile, Information controlling become difficult because the characteristics of microblog communication. Enterprises show enthusiastic about brand communication in microblogs presently, but there are uncertainties-how to communicate brand information in microblog effectively, how to make efficient and reasonable measures, and so on-which puzzling the users, also it’s a challenge for Enterprises. However, the study about this in primary stage currently, whether in academic research or industry research.There is large population in Sina Microblog which preceding in domestic microblog services, so this paper chooses it as study object and research it in terms of communications. Firstly, clarifying the related theories about microblog communication, brand communication and so on, these could be seeing the context of theories. Secondly, exploring the characteristics of communication, communicate models, and interaction mechanisms about microblogs. Meanwhile, this study will choose two cases-VANCL and Haidilao Hot Pot-which have the different results in brand communication in microblog. The last, on the basis of two cases, the following conclusions can be drawn:although there are some shortcomings in brand communication in microblogs, the development prospect is bright and make some practical suggestions for the other companies.