Research On Brand Personality Of Enterprise Microblogging

As the innovative application of Web 2.0,the social media micro-blog is becoming an important market tool. Domestic and foreign enterprises take advantage of micro-blog to build corporate image, increase brand awareness, get more business profits.Micro-blog comes from twitter. Local brand personality theory from abroad "Big Five".Although they are exotic, their local development are closely linked with Chinese market environment. Micro-blog has become the important part of network marketing. Brand personality in micro-blog, a close link between the businesses and consumers, plays an increasingly significant role in corporate competition.What is the status of the localization brand personality theory in the enterprise micro-blog? How do well-known enterprise micro-blog establish and develop long-term effective brand personality? What difficulties do enterprise micro-blog faced besides brand personality model? How do small and medium-sized micro-blog improve their communication strategy under Big Five model? These questions became the start point and foothold of this essay.Based on the localization brand personality theory, this essay chooses @orange crystal Sina micro-blog as a representative case of small and medium-sized enterprise micro-blog to analyze, carries out the survey of the user brand preferences, summary the three dimensions of brand personality, as wisdom, humane, joy. Through text analysis of the case, author interprets the marketing strategy, including content marketing, emotional marketing, and interactive marketing. It is obviously find that the enterprise micro-blog basically respect the "Big Five". There is still a lack of operational mode, user activity, profit model. Finally combine gain and loss of small enterprise micro-blog in the operation and management of the micro-blog marketing, in order to give out advices for enterprise micro-blog.