Research Of Internet Branding Communication Strategy For Huawei

After a decade of rapid development, China’s Internet has gone deep into all aspects of people’s daily lives. With the popularity of smart phones, the appearance of mobile internet, from payment of fees, travel and accommodation, catering and entertainment to shopping, all these can be done through internet. People’s lives have changed and gradually, more and more work and daily lives can be realized through the network.Change of lifestyle has brought about the change of marketing mode of company brand.An increasing number of companies began to shift from traditional advertising communication to the spread of online advertising, from preliminary online advertising to trial of varied forms of network communication. They are paying more and more attention to shaping, promotion and development of their company or band image in the environment of internet. As far as Huawei is concerned, though the brand communication department has carried out a large number of Internet brand marketing activities, they have not yet formed a clear idea about how to use the internet media and communication tools as well as specific strategies, methods and results evaluation.This article makes a summary of the characteristics and research achievements of brand communication together with internet brand communication. It analyses the internet communication environment, channels and its audience. Combined with Huawei’s Internet communication situation and the existing problems, this article, following the order of brand positioning, strategies analysis, forms of communication, channel integration, results evaluation, makes an in-depth research on the characteristics of various forms of internet communication, and strives to find suitable ideas of Internet brand communication for Huawei.Moreover, from the perspective of final effects of their organization guarantee, risk control and process check on communication activities, this article also makes suggestions for organizational structure of Internet-based brand communication team. Finally, combined with the evaluation model of final communication results, it proposes relatively practical ideas about internet brand communication strategies for Huawei,hoping to offer guidance of internet brand communication strategies for Huawei as well as for other companies in the same industry.