The Context Study Of Brand Communication In The Mobile Internet Generation

The emergence of the Internet brought a disruptive revolution to the community and people’s lives.Then get rid of the limitations of location and mobile development makes the Internet greatly enhanced the influence.With the use of media transfer from relatively fixed PC to the mobile terminals Represented by mobile phone,the various levels of the brand have changed greatly,such as such as the diversification of the communication subject,the center of the user,the fragmentation of the audience,the creativity of the content,and the diversification of the channel.The consume time and space is replaced,Attention economy is unsuitable,and "speed first" is no longer valid.People are pursuing to get the appropriate information and services in the appropriate time,also the market regard consumers’ intention as weather vane,thus,brand communication must seek a more effective way to achieve better results.As a result,Context Communication comes into being,and become the core of the Mobile Internet Era.Context is the world.As Context Communication is a new thing,there are still many deficiencies.The brand how to firmly grasp the pulse of the times,do a good job of Context Communication,is worth exploring.Therefore,the purpose of this article is to find ways to optimize the effect of brand communication in the mobile internet generation.Context service is the essence of mobile communication.So this article takes the traditional basic model of brand communication as the cornerstone to thinking about the variation of brand communication in the new environment of mobile internet.Then I take the "Context" as the research point,using document method and case method,Combined with the context theory and practical cases as Luo Ji thinking,Nike and so on,finally sort out a set of communication strategy.First of all,the positioning at the beginning of the brand has created a consumer context,and the brand sponsor is also an important part of the context.The stories behind the brand become the source of consumers’ cognize to the brand.These points of brands themselves laid the foundation for Context Communication.Second,Context Communication focuses on "user-centric",making it very important to insight the audiences.Big Data and technology provide possible for the whole context.positioning,and subculture community promotes context communication.Third,after the appropriate brand positioning and accurate image of the audience,the brand can use the popular to build context,transboundary to expand the context,and even take the initiative to create a new consumer context,cultivating consumers’ spending habits.In addition,the use of high-quality creativities,series-wound media,online and offline full coverage media channel ultimately make the brand and the users have the depth of communication,interactive experience,and contributed to active sharing.The context communication case of Xiaomi shows more intuitively of Brand Context Communication,and verifies the application of the strategy.The data island,privacy threats,creative weakness,nonstandard industry standards and other outstanding issues of Brand Context Communication still exist.But we believe that these obstacles can be gradually removed through industry consolidation,panoramic analyze,deepening hot spots,improve standards and a series of measures.Context must be the hot field of Brand Communication.The arrival of Mobile Internet Generation is not only the progress of technology,but also the great change of the communication idea and mode.Brand is the face of a new marketing pattern,the combination of technology and pattern is the direction of Brand Communication.Context is the most likely to try.