The Research Of Branding Communication Of Internet Products

In the era of Big Data, Internet has not only changed both people’s living environment and Enterprises’marketing environment, but also made consumers and Enterprises living in the same space, digital space. The using of social media make Consumers dominate the process of branding communication,which is quite different from the enterprise-oriented Age in Mass communication era.MI cell phone thrives by adopting the social media marketing,and becoming one of the most successful case of creative branding communication.Therefore,this study base on the Creative Communication theory, taking the MI cell phone as the case,using case study and literature study method,in order to find out its brand Creative Communication strategies in different social media,like MI community,WeChat, Micro-blog,QQ space,ect.What’s more,this study analyzes how the MI Enterprise making the Livers(consumers) participate in branding communication spontaneously by offering their interesting themes and making the creative-collaboration between MI Enterprise and Livers(consumers) come true.This study find out that the MI Enterprise using different kind of incentives according to people’s interests,making them the brand message senders,which enhances the brand values in the process.