Brand Communication Design Strategy Is Given In The Wechat Official Accounts

In recent years,with the continuous improvement of global information standard and rapid development of mobile internet technology,especially with the popularity of social media,social tools(micro-blog,WeChat),brand management methods of enterprises have been changing,and how users accept the brand has been re-defined.The chain model in traditional brand value is mostly the "one-way"idea(i.e.,antecedents,the marketing activities of enterprises is the formation of brand and brand users just passive recipients of information),which cannot apply to social marketing today.Therefore enterprises now have to change the original marketing ideas.The users who play the key roles in social network should be located strategically,thus only through interaction with users,can build brand value,affect the brand image and finally achieve an all-win result for both sidesBrand marketing is no longer "to" but "with" users marketing.While by means of social media platform,create a brand that covers user experience and involvement to the utmost through conversational marketing.This brand marketing pattern is based on interaction between enterprises and users,focusing on user experience.With the rapid development of mobile Internet and the rise of social platform,the Internet has impacted on the traditional way of marketing,setting off a new wave of brand marketing management.This paper first introduces the function and theory related to brand management of WeChat official accounts and secondly,based on the current situation analysis of brand management on WeChat official accounts,brand communication design strategy is given in the WeChat official accounts.