A Study Of The Brand Communication Based On Wechat

Once upon a time, the emergence of the Internetinfluences and changes the way we get information. All kindsof information through a variety of media and channelstransmitted to us, filled with our lives slowly. Now, the comingof the mobile Internet makes further changes of our way toget information. It brings more convenience for us, but alsogives us more options. WeChat based on the development of mobileInternet has now developed to the most popular mobile instantmessaging software. It is gradually revealing the enormouscommercial potential during the process of constant updatingand development. In this competitive business environment,whether individual or enterprise, can’t wait to take the hotopportunity to promote、consolidate and spread its own brandby WeChat. But it is lack of theory and system research ofhow to make use of brand communication by WeChat at home andabroad.Therefore, basing on the analysis of some propagationcharacteristics of WeChat, its brand advantage and value, andwith the use of the public forum of WeChat in the brand communication, this article tries to help the brand owner tohave a more in-depth understanding of the brand communicationby WeChat, which will provide some reference in the brandcommunication process.My essay is divided into five chapters. Those are thefollowings:Chapter I: To introduce the background of The BrandCommunication based on WeChat.Chapter II: To make definitions including WeChat and the BrandCommunication, analyze the advantage and the value about theBrand Communication based on WeChat.Chapter III: To observe the practical application of the BrandCommunication based on WeChat in the perspective ofcommunication,and to make some regular summaries throughanalyzing the selected cases with the relevant theory.Chapter IV: The thinking brought by preamble analysis:1. Theinvestigation about users`privacy issues and security;2.Whatshould we be thinking when we select WeChat public forum;3.Thefuture development direction about the Brand Communication.Chapter V: The main content, the limits and prospect of theBrand Communication based on WeChat were introduced in thischapter.