The Study Of Brand Communication Based On Douban Platform

As we know,Douban started from Movie and book reviews, through the desktop and mobile products to service users all aspects of daily life. Starting from the date of birth,douban is an unique interest SNS in the world. It basic position is"find what you like." Everything is met in douban because of interest. It provides the bibliography recommendation and common interests of friends, and other service functions. In douban we can record the mood, share evaluation and recommend interesting things, and communicate with common interest friends.Douban have books, movies, music, reading online FM, city, group 9, and other columns at present. Each column demonstrate the user’s interests and communication from the different aspects. Douban count all aspects of the users,based on the user’s click operation.This paper mainly discusses douban’s characteristics, advantages, the ways of brand communication. This paper adopted questionnaire survey method to describe douban users’s group characteristics, find the first hand information about douban users. Douban brand communication has the advantages, like clean Propagation environment, less transmission cost, accurate brand communication,and so on. Douban also use a variety of methods for brand communication.This paper also discusses the disadvantages of douban. In the era of mobile Internet, douban APP missed development opportunity and falled behind. Nowodays, Douban, first of all, to develop mobile APP. Second, douban should formulate a long-term plan for enterprise brand communication. Then,the author use long tail theory to describe enterprise brand communication. Then,the author use long tail theory to describe enterprise brand communication.