Research On The Strategy Of Flash Mobs’ Advertising Communication Of China

With the emergence of a large number of new media, advertising communication environment has changed a lot, the new environment needs to generate a new way of advertising, so as to achieve the desired effect. With the development of advertising and entertainment, advertising gradually use the way of entertainment to carry out a series of publicity or marketing activities. Traditional advertising is no longer able to achieve the desired effect, and the flash ad appears to attract attention of consumer. With the development of flash movement, using flash to corporate brand and product examples of propaganda also emerge in endlessly, through flash activity planning to expand brand awareness of successful marketing case is not uncommon. In the new media environment, enterprise flash advertising communication perfect fit the characteristics of new media communication, traditional advertising media has injected new ways and new elements.The emergence of "Flash advertising" is a new phenomenon. In domestic and foreign research, there are some researches on flash behavior, and have a number of research results in the definition of flash behavior, internal and external factors and coping strategies. So what is "flash advertising"? How to define "flash advertising"? Whether in the final analysis on the theory of "flash advertising"?In China, to what extent does "flash advertising" used? What are the problems in the process of "flash advertising"? How to analyze the status quo? These are the problems to be considered.This paper will try to define "flash advertising", and from the perspective of communication, marketing and other aspects put "flash advertising" on theoretical analysis. By analyzing the structure and function mode of "flash advertisement" in China, sum up it’s advertising communication strategy. According to the "flash advertising" in the actual use of domestic marketing communication, analyze the development trend of "flash advertising". Try to provide support for the industry to make better use of "flash advertising".