Research On Brand Communication Of Enterprises Related To Online W-O-M

With the development of market economy, the business competitions are increased between the products to between the brands. And the position of brand communication is very important.In the traditional context, the business brand communication activities are mainly used to making television, magazine and other traditional media. While they recognized the importance of W-O-M (ward of mouth), but the use of the W-O-M is very limited due to its difficult to manage and control. The online W-O-M which against the backdrop of internet has many features and provides a new means and channel for business brand communication, so I chose the subject of "Research on Brand Communication related to online W-O-M", I hope that through the study of online W-O-M, the brand communication activities can minimize resource utilization and maximize the level of brand communication, which is the purpose and significance of this paper.The paper from the perspective of business management, firstly has done a summary of the relevant theory which about the online W-O-M and brand communication; secondly analyze various elements of the online W-O-M communication in-depth, which includes the motivation, personality, communication ability and the relationship with the recipients about communicator; the personality, the willing to receive, the relationship with the online W-O-M communicator, the group environment about recipients; the content of online W-O-M and the channel of online W-O-M (including virtual communities, pod casts and video sharing, microblog, etc). As the above theoretical analysis a guide, I started the discussion of center level, this part based on the status of our online W-O-M communication firstly. Secondly I summarized the development of China’s Internet culture and its specificity, after it I analyzed the application status of online W-O-M of our business, such as speculation factors obvious, creating a simple topic, the negative response to negative online W-O-M, etc. Based on the above content, I has made online W-O-M application framework in brand communication activities, including the application of the applicable transmission scenario analysis, word of mouth network to find the precise point, topic-driven manufacturing reputation, select the topic of the site launch, control spread of epidemic, evaluation and feedback. These steps are obtained on the basis of my research about all kinds of theory and literature, under the premise of in-depth analysis of the online W-O-M communication. They formed the whole application framework about online W-O-M communication. I hope they can help our business in the field of online W-O-M communication, and expect they can promote the healthy development of the online W-O-M communication field.