Research On Brand Communication Of The Third Party Payment

In recent years, with the development of the mobile Internet technology, the popularization of mobile communication technique and the continued marketing, the third party payment developded quickly, exerting a profound influence on our way of thinking and our life-style. Meanwhile,more and more enterprises are added to the competition of the third party payment, making the industry, products, services and the way of marketing more homogeneous.As the invisible assets of company, brand has become the core competitiveness of enterprises. Although the academia has never stopped the study on brand communication, But the research on the third party payment brand communication is still relatively lacking.Thus, through the domestic and foreign brand communication theory as well as to the study of the third party payment brand communication, and inspired by the theory of brand community, IMC brand communication contact point and the SICAS model, this paper defined and analyzed the third party payment brand communication and its components, then combed the present situation and problem of its brand communication.Through the research on the practice of Alipay's brand communication, this paper summed up the key to the third party payment enterprises' brand communication, including guide its' brand building and communication with the brand concept, play a positive role of the brand owners and integrate its' brand contact point, hoping to provide some reference and guidance for the practice of brand communication to the third party payment enterprises.