Enterprise Brand Communication Research On Social Networking Sites

The research combines development and maturity of contemporary media communication theory with highly popular social networking websites. In the first place, thinking of it in terms of enterprises, the research analyzes how to fully utilize social networking websites to promote pertinent brand communication.The research firstly makes a clarification about the relative concepts of social networking websites as well as its basis——the contemporary society, then explains both concept and practice of brand communication. On the basis of such theoretical structure, considering requirements of research in communication and target audience of enterprises, the paper conclude the object of brand communication as research of audience. According to the users of social networking websites, the research puts up path of enterprise brand communication on social networking sites, In order to basically summaries development status of this means of communication currently. Due to its new kind of enterprises together with its communication platform, they have superiority of both high profits and high accuracy. That is to say, the defects do not obscure the virtues. Because they have such shortcomings, enterprises pay more attention to the conveniency and rights of customers while propagating their brands in prophase; simultaneously, they know more about themselves in the process of receiving feedbacks. During metaphase, they attract customers’ attention through using Viral Marketing and Product Placement Marketing. At anaphase, enterprises apply strategy of feedbacks which focus on accurate communication, in which they have two-way communications. In this way, an ecosystem of brand communication among enterprises takes shapes. Thus, social networking accurately propagate themselves; at the same time, enterprises and customers have effective two way interactions; more importantly, this tendency is in a condition of sustainable development.