Research On Brand Communication Based On Social Media In China

Internet has changed the stereotype of brand communication. Brand communication based on social media is an important sector of the brand communication in Internet era. This paper is focused on the brand communication which uses social media as the channels of communication. Firstly this paper analyzes the nouns "social media" and "brand communication" and then the key elements and features of brand communication based on social media. Secondly this paper chooses MI as the study case, analyzing its communication channels, content of communication, online and offline activities, communication of hot people and hot events. At last, this paper gives systematic strategy that based on social media in China, brand owners should build communication channel network and communicate appropriate content with its audience, and aiming at different audience groups, maintain and elevate brand loyalty and promote brand awareness through hot people and hot events.