Research On Brand Communication Strategy Based On Social Media

The relationship of this communication is a brand communication interactive communication process that can establish a good relationship through communication with consumers, and can maintain a permanent value and strengthen brand relationships. With the development of market economy and improvement of the increasingly fierce competition among enterprises, a single commodity promotion and marketing has long been unable to meet the needs of rapid development of enterprises,the brand and the spread of increasingly attention. At the same time, changes occur in the development of media social media has led to changes in the dissemination of information, one-way communication model to subvert the traditional media, promote the development of two-way interactive communication mode, so that the brand spread, there have been disruptive change, how media technology to meet the challenges brought by the update, and how in-depth consumer interaction and communication, is placed in front of the owner of the brand is an important issue. The development and improvement of social media will undoubtedly bring them the gospel. Irreplaceable characteristics of their involvement compared with the traditional media has, dialogue and communication features, makes it the community will not only help in their marketing, but also will become a long-term position brand communication. which is the article on the reasons for the spread of the brand under the background of social media exploration discussed. Firstly, from the theoretical point of view of the concept of social media, and other characteristics have been defined and on the media changes affecting change information dissemination, brand stakeholders, brand communication and so brought the body were analyzed.Meanwhile, on the basis of brand and brand communication to clarify the concepts,from a corporate and product brand communication led to the concept of service and meet consumer demand for the transformation of the concept of brand communication led the main line, the theoretical background of the brand communication development context of the sort, and extremely focused on interpretation of the applicability of SIVA paradigm of social media.The ultimate goal of this paper is based on "consumer-centric" perspective analyzed and summarized in brand communication process mode, then put forward to the new corporate brand strategy social media Context propagation, including positioning strategy, viral communication strategy and emotional communication strategy, and the theory and application of various strategies were analyzed in order to guide the main brand communication how to use social media to better understand consumers interact more effectively communicate with consumers in order to better adapt to the media change in order to achieve brand communication and promotion,thereby establishing long-term and meaningful dialogue, to maintain and strengthen the brand relationship.