The Brand Communication Of The FMCG Enterprises On SINA Weibo

In ages of Web3.0, the technique of new media caused the new environment of communication. Multi-sides of communication and Marketing are merging. And the whole environment became complicated and various. Micro-blog, as the deputy of this age, with development of its influence, has began to show its business effects. More and more enterprises take more attention on Micro-blog brand communication, while they began to apply to get into it to make sure they would not be got out. Sina Weibo, who has the biggest user population as well as most active, became the most important competitive flat. However, in china, the usage of Micro-blog in business has just begun, so that most of enterprises are trying to find the merits of it.This essay takes FMCG as a key point to study how enterprises use Micro-blog to get communication with customers as well as get relationship with them. And then, based on the relationship to fulfill the purpose of brand communication and enhance the influence of their brand.This essay has mainly been comprised by three parts. In first part, the background of nowadays market will be showed to find the opportunities and challenges faced on enterprises of FMCG. Meanwhile to explain why enterprises should take Sina Weibo as a important flat to do the brand communication. In the second part, The essay analysis the contents of P&G and L’Oreal Paris to find out the methods and strategies of enterprises, as well as to get the perfect ways and contents which are fit into the structure of Sina Weibo. Meanwhile, the essay will try to find out which ways the enterprises used is fall to take effect. In the last, the essay will make a conclusion about the whole study. Enterprises who try to use Sina Weibo as tools to do brand communication should according to its own situation to find the right ways set micro-blog brand communication strategies. Meanwhile, in this part the essay will try to look forward the future tendency of the micro-blog and stress the important of the dissemination of new channels micro-blog as a corporate brand.